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.
Strategy, Planning, Writing, Creative Direction
Keep Good In
Lucas Alvarez - Designer
David Payne - Designer
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.
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.
- Aly Raismen
Olympic champion gymnast
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.