Bringing new vitality to this up and coming functional beverage brand, we helped KeVita refresh its brand setting the stage for its next level of growth.
KeVita Probiotic Drinks is a functional beverage brand offering consumers a delicious and refreshing way to include probiotics into their diet for digestive and immune health. Acquired by Pepsico in 2016, KeVita has become one of the most fabled success stories in the functional beverage category.
Like most early stage start-ups, not enough attention or resources is invested into strategic brand development at the beginning. KeVita was struggling to define its value proposition in the functional beverage category and increase its distribution from a regional play to a national brand. Faced with little marketing budget and entrenched competition from other beverages promising health benefits from their ingredients, the CEO and management team began a strategic brand transformation initiative.
Working from market research, and insights gathered from in-store product demonstrations, we guided the brand team through our strategic brand positioning and storytelling workshops which enabled more focus on a specific target consumer segment that represented the brand’s best opportunity to compete and win.
KeVita consumers were at the nexus of three important trends driving their engagement with the category: greater awareness of the health benefits associated with probiotics in their diet, the market growth of the natural products and functional health beverage category, and the desire these consumers have for creating life experiences with a “sustainable” sense of core health and well-being.
Informed by these insights we crafted a value proposition and brand positioning around what health-conscious consumers cared about most– to experience radiant vitality!
To bring the new brand promise of radiant vitality to life at the store shelf, we provided early creative direction and design concepts for a refreshed brand identity, trademarks, packaging formats and product labeling system to guide their activation in the retail chanel. The new generation product packaging vividly expresses the essence of refreshing natural flavors, sparkling, living probiotic cultures, and radiant energy expressed through bold and vivid color.
New Product Introductions
Based on the success of KeVita Probiotic Drinks, the management team began exploring new product opportunities leveraging the equities in the KeVita brand in the functional beverage category. Kombucha was one of the fastest growing products in the category. Thus KeVita Master Brew Kombucha and KeVita Tonics were born. We guided the brand team through a brand architecture strategy to enable these new products to be positioned as a family of better-for-you probiotic drinks. Working closely with the brand team, we developed the creative direction, brand identity and packaging schemes for these new product introductions.
“In the 18 months since introducing the new KeVita brand to retail, we were able to increase our national distribution to over 3,800 doors in leading grocery chains like Whole Foods, Safeway, Vons, Sprouts and many regional specialty and natural health food chains. KeVita is well on its way to becoming a leading brand in the functional beverage category”.
Founder and Chief Executive Officer
Kevita Drinks LLC