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 and 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 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. This empowered 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.
Creating Breakthrough Innovation for Healthy Foods
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
Building A Nimble Innovation Pipeline
Having such a nimble, iterative approach to innovation leads to ideas that can quickly proceed to creative and product development briefingRead More
Refreshing a Leading Drinks Brand
Once upon a time, a leading Mexican drink brand was the ‘main character’ on the shelves of Mexican homes and bars, but lately, it had lost its way and become a ‘side show’ to Tequila and Mezcal.Read More