Case Story: Kevita Probiotic Drinks Brand Development
Consumer Packaged Goods
Kevita Probiotic Drinks
Strategic Brand Positioning and Development
Bringing new vitality to this up and coming functional beverage brand, we helped KeVita refresh its brand to set the stage for its next level of growth.
Founded in early 2010, KeVita is a functional beverage brand offering consumers a delicious and refreshing way to include probiotics into their diet for digestive and immune health. Since its introduction the brand has experienced phenomenal success with national distribution, new product introductions and passion for building a world-class brand.
Like most early stage start-ups, not enough attention or resources was invested into brand building. After initial launch, the KeVita brand was struggling to define its value proposition in the hyper-competitive functional beverage category facing entrenched competition from other beverages promising health benefits from their ingredients. The product labeling and shelf presence, although bold and colorful, was generic offering consumers no compelling reason to reach for the brand or retailers to stock it.
The leadership team recognized the KeVita brand needed a stronger, more distinctive brand positioning and promise that retailers believed would win consumers at shelf. To grow distribution into national grocery chains required a complete assessment to define where the brand could compete and win going forward.
Original KeVita Packaging and Trademark
Working from the leadership team’s current market research, and other insights gathered from in-store product demonstrations, we helped the brand team through our strategic brand positioning and storytelling workshops define the target consumer segment that represented the brand’s best opportunity. These consumers were at the nexus of three important trends driving their engagement with the category: greater awareness of the health benefits associated with probiotics in their diet, the market growth of the natural products and functional health beverage category, and the desire more consumers have for creating life experiences with a “sustainable” sense of health and well-being.
Informed by the learning from qualitative consumer insights and the strategic decisions made during our early brand workshop phase, we crafted a value proposition and brand positioning around what health-conscious consumers cared about most– to experience radiant vitality!
To bring the new brand promise to life at the store shelf, we provided creative direction and design guidance that refreshed the brand identity, trademarks, packaging formats and product labeling system to vividly express the essence of refreshing natural flavors, sparkling, living probiotic cultures, and radiant energy expressed with bold and vivid color.
In 2013, with solid national distribution and success of KeVita Probiotic Drinks, KeVita developed a new kombucha product line called “Master Brew”. The leadership team called upon us again to help them frame the value proposition for this new product brand and design the early creative prototypes for the brands identity and product packaging. The product launched to retail with great sales success and today Master Brew is a significant addition to the KeVita portfolio.
“In the first 18 months since introducing the new KeVita brand to retail, we have been able to increase our national distribution to over 3,800 doors in leading grocery chains like Whole Foods, Safeway, Vons, and many regional specialty and natural health food chains. The KeVita brand portfolio is well on its way to becoming the leading brand in the functional beverage category”.
Founder and Chief Executive Officer
Kevita Drinks LLC