In a competitive category, this west coast juice brand needed to find it’s soul to get ahead. Starting with the core principles of the business, and through some heated discussions, I led a successful brand discovery phase that informed the final brand strategy. Unlike most of the other earthy brands on the shelf, “modern and sophisticated” was a deep value that defined the Daymi brand.
Uncovering an authentic way to bring modern and sophisticated into the brand language and product design – in this otherwise folksy, unvarnished category – turned out to be the winning strategy. The result was a product that boldly stood out next to the competition.