Project overview
(via Zeus Jones)
Oobli, formerly known as Joywell, challenged us to introduce the world to sweet proteins, a breakthrough food innovation poised to radically change the way our culture eats and drinks. But to do that, we had to get smart on emerging food tech, translate it for a wide audience, navigate misinformation and break through the nonsense of diet culture—all to restore the joy of sweetness.
MY ROLE
As one of the lead strategists on the team, I contributed to several phases of a branding project to launch a new food category in a crowded space.
During the discovery phase, I led a category analysis of the chocolate landscape, from established mainstream brands to specialty startups, to identify white space for the business.
I also researched cultural and category trends in “healthy indulgence” and inspired our internal team with potential territories as a launching point for the development of a new creative brand platform.
I assisted the team in a high-level naming analysis and ideation to re-brand Joywell, in a way that’s representative of the brand’s spirit, connotes a joyful emotion, and propels the brand into a cultural conversation.
Once Oobli’s brand foundation was developed, I helped to compile a marketing activation playbook, outlining experience principles, a go-to-market strategy, activation goals and tactics, audience needs, and a channel strategy, including an event brief for a local launch, to connect our new sweet protein products with health-conscious consumers.