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Revealing the True Value of a Brand

Cheribundi is a tart cherry juice that's incredibly healthy. The company had grown slowly through partnerships and distribution and was now ready to make the leap from a regional business to a national brand. They needed a strong positioning in the competitive world of health and performance beverages to do that. We found the positioning that would allow for success within the company's core purpose - a purpose that promoted good things at every level of the business.

My Role

Strategy, Planning, Writing, Creative Direction

Client

Cheribundi

Concept

Keep Good In

Team Members

Lucas Alvarez - Designer

David Payne - Designer

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We went through a full brand evolution with Cheribundi working on their verbal and visual vocabulary. We crafted a brand story that revealed a unique personality, starting with some valuable research that helped build a tight strategy overall. The Keep Good In positioning allowed Cheribundi to tell a positive story at every level from manufacturing to consumer benefit.

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After the new brand launch, we handled digital, social, and all brand development. Our message focused on the benefits of keeping good things in your body and life. It was a message that would only resonate if it came from a core truth about the company.

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- Aly Raismen

Olympic champion gymnast

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People took notice of the new brand story as engagement spiked. The success of the new positioning and brand evolution created a high level of trust that expanded the relationship. We became involved with brand innovation, packaging, and took over all digital assets. We pushed Cheribundi to MeanMore as a company and built belonging along the way.