First up - we needed to determine the brand DNA. By obsessing about everything our client didn't want the product to be, we could distill everything the product was. Through our stakeholder meetings, it became clear that this startup was founded on something different: Passion. Our competitive analysis led us to the realization that so many of the brands we perceive to be safe and organic are actually making false claims. To stand out, we knew an extremely distinctive brand positioning would be key. The 5 key elements that would remain at the very core of the brand were: fresh, transparent, all-natural, pure, and ethical.
The discovery and research led us to the realization that the name of this company would need to imply strength and unwavering commitment, and the brand as a whole must symbolize morality. And a good moral compass always points… North.