Branding 101 - Zest Juice

BRANDING DYLAN D’LIMA, EUGENIA SANTAELLA JESSICA GOMEZ, KHETHIWE GUMEDE LORENZO ALIBRANDI, NEHA BHAMBURDEKAR

OUR AGENCY We are M.A.D. (Make A Difference) Communications.

A young, fresh agency that brings innovative, customized solutions for our clients that create a lasting impact.

CLIENT'S STORY

Our client’s story begins with their family who was going through a tough time when their son was diagnosed with cancer. When he was going through chemotherapy, he tasted a metallic taste whenever he ate which led to food aversion and his health deteriorating and his fighting spirit diminished. To combat this, the family discovered the Miracle Fruit which brought back his normal taste, joy of eating, health and enthusiasm.

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GROWTHÂ The family then planted a few trees in their courtyard which then later grew into a Miracle Berry Farm. From these berries, they produced miracle berry fruit pills/powders to help other patients facing the same issues.

They came to us seeking to expand their business and having acquired a pure water plant in Madrid

BUSINESS OPPORTUNITY THROUGH THE COMPANY’S TWO ASSETS - A MIRACLE FRUIT FARM AND ACCESS TO PURE WATER PLANT, WE CAME UP WITH THE IDEA OF CREATING A MIRACLE FRUIT JUICE. THIS FRUIT JUICE WILL HELP CHEMOTHERAPY PATIENTS RECOVER THEIR ABILITY TO TASTE FOOD WHILE HYDRATING THEM.

COMPETITORS - NAKED JUICE, MOTT'S, POM JUICE- They provide a similar product - PEDIASURE- It is a meal supplement drink - MBERRY- They use the same primary resource - FRESH FRUIT JUICE- Can be a recommended source of hydration and nutrients when they cannot eat.

MARKET FINDINGS We have not found any product like it so far that is in a ready to drink form. The products that exist are usually in pill or powder form.

There was an opportunity in the soft drink industry to introduce a new health drink that was completely natural and could cater to chemotherapy and diabetic patients as well.

No drink in the market worked backwards and reduced the sugar intake of a consumer.

CONSUMER FINDINGS

Deterioration of taste buds for Chemotherapy/Cancer patients. Food doesn’t taste the same way and have a bitter/metallic taste in the mouth. This affects their health and demotivates their spirit.

CONSUMER FINDINGS Positive psychology and a positive outlook is highly recommended in the journey to recovery for chemotherapy patients.

Therefore not only what they consume physically is important but also what they consume mentally and messaging.

CONSUMER FINDINGS Diabetic patients need to monitor their sugar consumption which could become fatal for their health if exceeds a certain level. Their only source are sugar substitutes and artificial sweeteners which are in fact harmful for health.

INSIGHTS People trust brands that support their healthy lifestyle.

People like to have convenience in whatever product they consume.

Chemotherapy patients already take many pills and would not want to take more pills to help them.

BRAND OPPORTUNITY TO CREATE AN IMPACTFUL, UNIQUE BRAND THAT GIVES MOTIVATION BACK TO THOSE WHO HAVE LOST THE SWEET TASTE OF LIFE THROUGH OUR READY TO CONSUME MIRACLE-FRUIT INFUSED PRODUCT.

BRAND INGREDIENTS Provenance: We are a healthy, all natural brand that gives you back the sweet taste of life.

Process: We work with love through consistent determination to deliver the most positive experience for everyone we deal with.

Vision: Our aim is to beat food compromises, motivating our fighters to enjoy their lives again.

Delivery: We offer the magical ability to enhance the perceived flavour of food.

Culture: We are a family of fighters who looks after our own and encourage them to push boundaries and embrace life.

BRAND IDEA To give back motivation and life’s magic to fighters who have been through health challenges, providing the refreshing, sweet taste of victory through our miraculous product.

MANIFESTO It’s said when life gives you lemons, make lemonade!

Born out of an opportunity to transform the experience of many who face taste challenges, we are on a journey to change your taste and with us, you need not compromise to live your life the way you want to. We are a brand that transforms the Miracle berry into a accessible products.

What we deliver is not just a product but magic of joy that will transform the taste buds of our fighters giving them motivation and hydration to optimize their health. Through our offering and support, you can carry on winning.

Savor it because you deserve it!

BELIEFS We believe in enjoying the sweetness of life’s precious moments.

We do what we do because we care.

We believe that everyone can be victorious in fighting whatever they face through courage and support.

 PERSONALITY TRAITS CARING We want to support our fighters in their journey because we understand their everyday challenges and appreciate their struggles.

SPIRITED We are full of enthusiasm and positive energy that we want to exude to everyone who comes to know us.

TENACIOUS Our determined attitude never lets our fighters to give up on what matters to them.

NAMING Our brand strives to make our consumers feel like themselves again.

We desired to find a name with connotations of enjoyment, being lively, having fun and being carefree  - which is what our products are supposed to make you feel. So naturally, we came up with ...

VITAMINFRESH.NET

NAME IN CONTEXT “Please pass me a Zest.”

“How much is Zest?”

“Zest is so tasty.”

VITAMINFRESH.NET

BRAND EXPERIENCE

PRODUCT Our product with be packaged in a way that adds magic, inspires and uplifts our consumers. We will use bold phrases on the back on the bottles to have this encouraging aspect in a tangible way. "Step up your taste game", "Elevate your taste" "Life has never been sweeter"

VITAMINFRESH.NET

BRAND EXPERIENCE COMMUNICATION We communicate what we do and who we are in a positive, encouraging, strong and bold way. We will implement this communication in everything we do: social media, website, audience engagement, and in all our products.

VITAMINFRESH.NET

BRAND EXPERIENCE ENVIRONMENT Our environment is colorful, bright, lively, spirited, and open. This will be apparent in all future offices, websites, stalls, and platforms. It is to show the motivational spirit of the brand. We desire to create spaces that enliven people.

We will launch a zest challenge where we will show the effects of our products on new customers near hospitals. We will have a mobile truck that can be stationed in front of these hospitals and clinics while we record and post people's reactions on social media.

VITAMINFRESH.NET

BRAND EXPERIENCE BEHAVIOUR People who enjoy our brand and use our products are strong fighters who are supportive of other people and take their health seriously. They enjoy life and want to continue to enjoy life as much as possible. They like to experience life to the fullest, have fun, laugh, and doesn’t want anything to stand in their way of that.

VITAMINFRESH.NET

THANK YOU!