Brand Strategy

Belief-Driven Brand Building

Client: CPG Brand Holding Company
Deliverable: Corporate Brand Creation; Strategy, Naming, Visual Identity, Website, & Brand Guidebook

In 2019, a strategic PE maneuver provided a unique opportunity for the creation of an entirely new business enterprise. This new organization is a holding company for a family-of-brands that is anchored by a well-loved flagship health & wellness CPG brand.


Knowing our brand-building capabilities, the newly minted president of this company approached us with the need for a new corporate name, logo, and web site that would be a reflection of his belief-based, philanthropic vision.


Our methodology for brand creation always begins with a thorough understanding of the WHY behind the WHAT, WHO, and HOW. We employed a deep-dive discovery phase that provided us with the fodder we needed to create a solid brand strategy that would serve as the objective foundation—driving critical business and brand decisions.

Strategy components consisted of:



Point of Difference



Tone of Voice

With the strategy in place, our creative phase could begin. Armed with key drivers, our naming process resulted in a truly unique expression that brings the brand strategy to life in a succinct and ownable way.

With the name established, the visual expression phase produced several design concepts that all led to the core brand promise and belief. The final logo is as unique as the enterprise itself.


Today, our client is firmly established with a brand foundation, corporate name, visual identity, website, and comprehensive brand guidebook for both internal onboarding and external agency partner use.

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