VIVID was entering a crowded functional beverage category where product claims, visual codes, and launch language often blur together.
The launch needed to do two jobs at once: make the product immediately legible and give the brand enough personality to earn recognition beyond the first campaign. Brand, packaging, and marketing therefore had to behave as one system from day one.
Category conventions made many competing products feel interchangeable
The product benefit needed to be communicated quickly without relying on dense functional language
Packaging, launch campaign, and digital content required one recognizable visual and verbal system
We developed a tighter positioning and identity system around the product’s most ownable reason to exist, then translated it into packaging, launch messaging, social content, and campaign applications.
Bringing the strategy into the experience
We developed a tighter positioning and identity system around the product’s most ownable reason to exist, then translated it into packaging, launch messaging, social content, and campaign applications. The creative system was designed to stay recognizable across formats while leaving enough flexibility for future flavors, partnerships, and retail moments.
From launch attention to a more recognizable brand system
The launch presented VIVID as a distinct brand rather than simply a new product in an established category. Clearer positioning and a coordinated launch system concentrated attention around the first release and helped the product move quickly once it reached market.
More Than a Launch
The launch presented VIVID as a distinct brand rather than simply a new product in an established category. Clearer positioning and a coordinated launch system concentrated attention around the first release and helped the product move quickly once it reached market.
It felt like the brand arrived fully formed. We were not trying to explain ourselves differently on packaging, social, and launch day — everything was reinforcing the same idea, and customers understood it immediately.