CASE STUDY: KEVITA BRAND DEVELOPMENT
Bringing new vitality to this up and coming functional beverage brand, we helped KeVita refreshes its brand setting the stage for its next level of growth.
Like most early stage start-ups, 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.
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 new value proposition and brand positioning strategy around what health-conscious consumers cared about most– to experience radiant vitality!
To bring the 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 channel. 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.
Based on KeVita's success, the leadership team began exploring new product opportunities leveraging the equities in the KeVita brand. 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.
Acquired by Pepsico in 2016, KeVita has become one of the most fabled success stories in the functional beverage category.
“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