Develop a messaging strategy for a new health food brand based in Santa Barbara, CA.
Interviewed founders and target customers, developed messaging hierarchy, website messaging, and label messaging.
Discovered a key insight about health-conscious customers – they are “label lovers,” and are obsessed with checking what they’re eating. Based on this, the founders added not only the ingredients but the recipes to their website and packaging, making them seen as transparent and trustworthy.
Messaging and brand identity work is now core to their brand, currently in 50+ stores 6 months after launch.