PepPod, a Colorado-based nutritional supplement brand, needed to identify an ownable brand territory in order to develop visual identity, packaging, website and messaging. We were tasked with defining the core audience and brand positioning, as well as briefing the graphic designer, web design agency and advertising team.
We started with an extensive analysis of food trends, followed by a consumer survey of users and non-users. We then invited a sizable group of participants to make a mobile photo diary of energy moments throughout their day. The most insightful diary participants were invited to participate in face-to-face group discussions.
We discovered that where energy supplements are typically used to compensate for a lack of energy, PepPod users are naturally energetic. The resulting audience persona, ’carpe diem’ brand platform, brand identity / logo and vibrant packaging style lead to a jump in growth for the brand.