Koia

shaking up the protein shake space.

Services

Brand Strategy

Product Naming

Design Strategy

Visual Identity

Packaging Design

Photography

Koia came to us with the goal of bringing plant-powered protein shakes to consumers in an emotionally connected way. They had stumbled on a collection of incredibly tasty plant-based shake recipes that were high in protein, low in sugar and truly tasted great. Their branding, however, did not exude the tastiness of what was inside their packaging.

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When the founding team came to us in 2016, the brand (formerly called rawNature5) was at the forefront of plant-based nutrition but they needed a brand name, visual identity and packaging design system that prepared them for mainstream adoption. We wanted to build them a brand that would position them as the category leader from day 1 so we started from scratch and went back to the brand's roots.

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We landed on the idea of powering people through plants. Power is physical and emotional; internal and external. Our logo mark combines the design of a finger print with that of a sprouting seedling, driving home the idea that we are interconnected. We used lowercase fonts in a friendly, approachable typeface to exude the approachability of the brand and designed a partially transparent vessel so that consumers can see what's inside the bottle. Bright, vibrant colors added life on-pack and helped shopability to give a sense that with Koia, you can eat the rainbow.

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Our illustrative style expanded beyond the logo mark, pulling from the same broken-looking line treatment reminiscent of finger prints or roots growing underground. We also established a more friendly tone of voice that could be evolved and expanded over time with new product launches, including a Keto line developed by the studio and other sub-segments the brand eventually launched into even after our work with them finished.

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Following the rebrand’s launch sales grew 1000% in year one and the brand continues to see momentum.