From branding to packaging to trade show launch
Building a delicious juice beverage brand with organic, Brazilian fruits for urbanites.
What the Fruit?(TM) This little startup came to us for help in launching a new line of beverages made from organic Brazilian superfruits. We worked on naming and messaging to positioning the brand as refreshing, exotic and healthy. Three exotic fruits- caju, acerola and cupuacu – were wholly unknown in the US market. While important to educate the US consumer on the look and more importantly, the taste, of the fruits, we also needed to convey its Brazilian origin and organic sustainability. Through earth-inspired colors, exotic naming, a custom indigenous-inspired mark, we created a brand that was rooted in Brazilian authenticity but attractive to the healthy, urban target audience.
Important elements of Brazil, the rainforest and sustainable farming lay the foundation for the messaging on all the marketing materials– the website, social media, sales collateral, trade show materials, etc. Branded t-shirts and hats use the logo and the trademarked taglines, a bold exhibit booth as well as a live street performance of Brazilian-style dancers came together for a buzzworthy launch at the Natural Products Expo East.
Results: Zavu received many opening orders at the show and has since been accepted by several distributors. BevNet singled out ZAVU in an Expo East post show wrap-up from the show in their trend reporting articles and video.