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<span style="color: #808080;">Consumer Packaged Goods
</span><span style="color: #808080;">Vitimans and Dietary Supplements</span>
<span style="color: #808080;"> JavaJamu LLC</span>
<span style="color: #808080;"> Strategic Brand Development and Design</span>
<h1><span style="color: #b8860b;">We collaborated with this start-up marketer to create a new brand that reveals a 1000-year-old secret for health and beauty to consumers in the US and Canada.</span></h1>
<h2><span style="color: #808000;"><img class="alignnone size-full wp-image-2222" title="jamulife-id" alt="" src="/pullinc/wp-content/uploads/2011/04/jamulife-id.jpg" width="515" height="367" /></span></h2>
Two successful entrepreneurs in specialty health food retailing had the big idea of creating a line of health and beauty products based on ancient herbal formulas and remedies from Java. These products are known throughout Indonesia simply as “jamu”. With limited resources for marketing, they asked us to help them create a unique brand from scratch, and develop a compelling value proposition to specialty food and dietary supplement distributors in the US and Canada.

Like most start-ups, the biggest challenge is always money for marketing. Add to that the competitive nature of the specialty health food retail channel, these creative entrepreneurs recognized they had one shot to build a brand story that was uniquely positioned and differentiated from a variety of competitive products. They were committed to building a strong brand right form the start!

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<img class="alignnone size-full wp-image-2169" title="JamuPackaging" alt="" src="/pullinc/wp-content/uploads/2011/04/JamuPackaging1.jpg" width="515" height="351" />
<img class="alignnone size-full wp-image-2170" title="Jamulife.catalog" alt="" src="/pullinc/wp-content/uploads/2011/04/Jamulife.catalog1.jpg" width="515" height="243" />

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Always up for the challenge of creating a brand from scratch, we began by learned everything we could about the restorative powers of all the herbal formulas that comprise what is known as “jamu”. We learned that consumers who regularly shop in independent health food stores know a good deal about alternative remedies for health and well being, and they are open-minded when learning about new methods and products they believe will add value to their lives. We recommended that marketing and communications target this influential consumer segment.
<h3>Jamu has a well-documented thousand-year tradition of enhancing a sense of well being. We crafted the value proposition and the brand positioning as “revealing this 1000 year-old secret for health and beauty” as a means to experience optimum health aligned to our busy lifestyles.</h3>
<h2><img class="alignnone size-full wp-image-2213" title="Jamu-theme-2" alt="" src="/pullinc/wp-content/uploads/2011/04/Jamu-theme-2.jpg" width="515" height="343" /></h2>
<h2><img class="alignnone size-full wp-image-2219" title="Jamu-theme-3" alt="" src="/pullinc/wp-content/uploads/2011/04/Jamu-theme-3.jpg" width="515" height="345" /></h2>
Working with the client partners, we developed the trade name, designed the brand identity, taglines, brand voice and trade dress for all retail packaging, point of sale displays, sales sheets for individual products, and brand guidelines for developing retail packaging and messaging for future line extensions in a variety of product categories. We identified likely opportunities for future brand growth such as energy food bars, energy drinks and skin care products. These concepts were developed and presented in a pitch document to support sales presentations to potential distributors who service independent retailers of these products.

<strong>Business Outcome</strong>
<strong> The company was successful securing distribution agreements enabling the launch of the first generation JamuLife dietary supplement product line to independent health food retailers in several major cities in the US. For our client, it marked the beginning of their business journey. For us, it's all in a day's work.</strong>