The Situation

True Choice Nutrition had a goal: help parents stop the childhood obesity trend that has left 30.3% of American children overweight and 15.3% obese. They also had a product: noGGin Juice, a collection of healthy natural juices for kids. What they didn’t have was the brand image necessary to attract investors. That’s when they called {e} house studio.

The Solution

We approached the noGGin brand with one immutable truth: kids couldn’t care less about nutrition. It’s parents who care about health value and so we knew we needed to focus on moms. With a target market established, we looked at True Choice Nutrition’s intentions. From day one, they wanted noGGin to be an alternative choice to the overly processed, overly sweetened kids drinks currently dominating the market (and expanding our children’s waistlines). If you want to be the alternative, you can’t go mainstream, so we rejected the typical co-branding strategies that use children’s TV characters and went with a down-to-earth, natural feel that looked enticingly different, appealed to smart parents and fit well into the natural grocery distribution channels.The final step in package design was to make sure noGGin, while appealing to adult decision makers, still seemed fun to children. To give the packaging a youthful energy, we developed mini juice bottles and a four pack carrier that felt a lot fresher than the usual ways noncarbonated juices are sold.Finally, we went way outside the (juice) box and put together a grass roots marketing campaign that used alternative channels to accentuate the product’s alternative (i.e. better for you) advantages. We designed apparel, stickers and temporary tattoos along with a more traditional collection of business cards, letterhead, direct mailings, a mini-website and event signage. Soon after the product launch, the tattoos and stickers showed up on kids all over town – proving you can indeed create a brand that appeals to a parent’s intellect and a child’s sense of fun.

The Success

The product launched at the hugely popular Boulder Creek Festival and was an immediate success. Large numbers of parents and kids stopped by to discover noGGin and, weeks later, many of the giveaways were still showing up around town. The success of the launch helped True Choice Nutrition secure the funding they needed.

The Recognition

COO of True Choice Nutrition Wes Brasher knows a little something about beverages. Before starting True Choice Nutrition Wes Brasher worked 7 years for 7/Eleven, managing the company’s Beverage Product Development, Brand Development, Product & Brand Management and, ultimately, the 7/Eleven’s non-alcoholic beverage category business with sales totaling $900 million per year. He had this to say about working with {e} house studio:“I can safely say that {e} house have been the best I have had the pleasure to work with” — Wes Brasher, COO True Choice Nutrition”

“Working with {e} house studio has been unbelievable. They have managed all of our creative needs with exceptional performance. They built a great corporate identity for our new company and, additionally, designed incredible branding and packaging for our new line, designed a killer website and assisted in designing a great marketing plan. Aaron is so much more than a designer. In all of my years as a brand development specialist I have never worked with a designer that had the brand and marketing knowledge that Aaron brings to the table. I have worked many projects with many designers and I can safely say that Aaron and {e} house have been the best I have had the pleasure to work with. Thanks Aaron!”