<strong>Consumer Packaged Goods</strong>
<strong>Kevita Probiotic Drinks</strong>
<strong>Kevita LLC</strong>
<strong>Strategic Brand Development</strong>

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<h1><span style="color: #808080;">Bringing new vitality to this up and coming functional beverage brand, we helped KeVita refresh its brand to set the stage for its next level of growth.</span></h1>
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<img class="alignnone size-full wp-image-2910" title="kevita vertical 2" src="/pullinc/wp-content/uploads/2011/11/kevita-vertical-2.jpg" alt="" width="515" height="575" /></span>
Kevita is an early stage RTD functional beverage brand offering consumers a delicious and refreshing way to include probiotics into their diet for digestive and immune health. Founded in early 2010, Kevita has experienced some early success with regional distribution, new product introductions and more operational efficiencies.</h2>
<strong>Challenge</strong>
Like most early stage start-ups, not enough attention or resources was invested into brand building. The KeVita brand was struggling to define its value proposition in the functional beverage category and faced entrenched competition from other beverages promising health benefits from their ingredients. The product labeling and shelf presence, although bold and colorful, was generic offering consumers no compelling reason to reach for the brand or retailers to stock it.

In the hyper-competitive beverage category, the KeVita brand needed a compelling and distinctive brand positioning and promise that retailers believed would win consumers at shelf. To grow distribution into national grocery chains required a complete assessment to define where the brand could compete and win going forward.

<img class="alignnone size-full wp-image-2691" title="oldkevita" src="/pullinc/wp-content/uploads/2011/11/oldkevita.jpg" alt="" width="515" height="325" />Old Kevita Packaging and Trademark

<strong>Brand Innovation</strong>
Working from the brand team’s current market research, and other insights gathered from in-store product demonstrations, we helped the brand team define the target consumer segment that represented the brand’s best opportunity. These 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 health and well-being.
<h1><img class="alignnone size-full wp-image-2906" title="Kevita GroupShot2" src="/pullinc/wp-content/uploads/2011/11/Kevita-GroupShot2.jpg" alt="" width="792" height="494" />Informed by the learning from qualitative consumer insights we crafted a value proposition and brand positioning around what health-conscious consumers cared about most– to experience radiant vitality!</h1>
To bring the new brand promise of “delicious vitality” to life at the store shelf, we designed the refreshed brand identity, trademarks, packaging formats and product labeling system to vividly express the essence of refreshing natural flavors, sparkling, living probiotic cultures, and radiant energy expressed with bold and vivid color. The early response from key retailers like Whole Foods has been remarkable. You’ll soon find KeVita in all nine refreshing flavors on the shelf of every Whole Foods Market (and others retailers like them) all across the USA.
<a href="/2011/11/12-oz-16-oz-comp.jpg"><img class="alignnone size-full wp-image-2904" title="12 oz 16 oz comp" src="/pullinc/wp-content/uploads/2011/11/12-oz-16-oz-comp.jpg" alt="" width="792" height="576" /></a>
<img class="alignnone size-full wp-image-2908" title="Kevita Dispaly" src="/pullinc/wp-content/uploads/2011/11/Kevita-Dispaly1.jpg" alt="" width="792" height="472" />

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