This one … got weird. Like energy-treks-through-Sedona and Japanese-forest-bathing weird.
We wanted our search for inspiration to be broad enough that we got some ‘out there’ a-ha moments, but with enough structure to clearly tie back to the brand’s DNA. To that point, we set out to explore the enormous platforms of Health and Wellness, Reinvention, and Rebellion in hot bed cities for the topics: Sedona, Detroit & Seattle.
In each city, we led our clients through a series of inspiring expert interviews and a full-day city trend trek … diving into every possible angle into each of those macro topics, to get a 360 degree view of what’s going on. After the day, we’d get dinner somewhere and debrief on what we were seeing and hearing — ensuring that the final brand strategy was at the nexus of each individual’s unique observations.
The inspiring, out-there films and report that we brought into the building inspired the brand team to think about this beverage in an entirely new way — abandoning a lot of the ‘us too!’ stance that they’d been struggling with, and empowering them to go back to their badass roots, putting a stake in the ground about who they really are. From a product standpoint, the strategy we landed on gave them a clear, compelling route forward for how to shift the actual makeup of the elixir … getting it back to its original magic — with a modern twist.
Positioning Tech & Food
A food delivery service app wanted to understand what their new offering should stand for and why consumers should believe in it. It was critical not only for the team to understand what makes this new offering different from our client’s main business, but also what value it brings to consumers.Read More
With that, one of the pioneer brands in the kombucha space needed help seeing into the future. To grow the category, and define what the gut health space has the potential to become, it needed to first reimagine its portfolio strategy—from product centric, to needs driven—and then craft its pipeline for success.Read More
Gatorade: Connecting Brand And Consumer
One of the best ways to practice empathy is to actually experience it with your target. Gatorade signed up to do just that. They wanted to get out of the office and into their consumer segments’ everyday lives... and to really take a walk “in their shoes.”Read More