Rise is Canada’s #1 kombucha
(with 35% of market shares). As the brand was looking to expand into US distribution, it contacted us to strengthen its brand platform.
Mandate
Our mandate was to weave the existing assets such as the logo and emblematic bottle into a more comprehensive brand system and communication approach that would give Rise a unique and ownable voice as it entered the US market. The objective was to increase awareness, provoke brand discovery and consideration.
Challenge
Unlike the Canadian market, the US landscape was already conquered by big players with deeper pockets and wider distribution. So how do you measure up?
Opportunity
Digging into brand truths, we decided to focus on the untapped market, rather than trying to steal market shares. With Rise scoring 46% as best-tasting, we decided to present it as the perfect "introduction" to Kombucha. Where others tried to educate consumers about the health benefits of this drink, we "played it big" by transcending the category. We revised how we looked, talked and behaved to deepen our relation with culture and offered people a twist on flavour stories. We achieved this through a unique and contemporary lens that would resonate with potential consumers: moods = flavours. This setup was the perfect springboard to create a rich and evocative platform for Rise's US introduction.
Credits
Creative Direction — Ludwig Ciupka, Charlène Sepentzis
Concept & 3D Art Direction — Hugo Boesch
Photo Art Direction — Lian Benoit
3D Artist — Jean-Michel Simard
Graphic Design — Maude Turgeon, Simon Roy
Production — Joëlle Binet
Account Manager — Guillaume Savard
Photography — William Arcand (L'Éloi)
Styling — Izabel Soucy (Teamm Mgmt)
MUA — Alper Sisters (Teamm Mgmt)
Food Styling — Daniel Raîche
Videography — Brokenwood
Color Grading — Raphael Laflamme
Models — Ricky (Faces Mgmt), Gabriella, Damien (Folio), PierLoup (Folio), Ajwa, Ariadna