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CASE STUDY: KEVITA BRAND DEVELOPMENT
Bringing new vitality to this up and coming functional beverage brand, we helped KeVita refresh its brand setting the stage for its transformation from a regional to a national brand.
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 small regional play to a national brand. Faced with little marketing budget and entrenched competition in an ultra crowded category, Kevita's founders and management team was seeking guidance to began a strategic brand transformation initiative to strengthen its positioning and retail presence at the retail shelf to grow national distribution.
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 collaborated with the leadership team to create 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 guidance for a refreshed brand identity, trademarks, packaging formats and product labeling system to guide in house production teams implementing the transformation 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 amazing growth and 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 functional beverage category.
Thus KeVita Master Brew Kombucha and KeVita Tonics were born. We guided the brand team through a brand architecture and narrative strategy to enable these new products to be positioned as a family of better-for-you probiotic drinks. Working closely with the brand marketing team, we developed the creative foundation for the 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 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
© 2021 Dawson+Company Strategic Brand Development LLC
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