This was Cheribundi's first step into genuine branding. Not a refresh of something that existed, but a brand built from the philosophy up, giving voice to a belief system that supported everything unique about the company and its products.

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From the philosophy came the positioning, and from the positioning came everything else. Identity, voice, packaging across the full product line, advertising, website, social, the work on the shelf and the work behind it. For the first time, every piece said the same thing: one cohesive, modern, singular brand, so a customer met the same philosophy whether they found it in a cooler, in an ad, or on their phone.