Expertise
CATEGORY / FOOD & BEVERAGE
Food & Beverage
Strategic branding, packaging design, and innovation for food and beverage consumer packaged goods brands competing at retail, e-commerce, and emerging channels.
Food and beverage expertise spanning Celsius, Smartwater, KIND, Vita Cooo, Ocean Spray, PepsiCo, and other category-leading consumer packaged goods brands.
Celsius
PERFORMANCE LIFESTYLE REBRAND & GROWTH
-
CELSIUS was positioned as a niche, nutraceutical beverage that failed to connect with a defined, high-growth consumer segment, leading to brand stagnation and delisting from major retailers.
-
Tigre Creative directed the brand's transformation from a functional product into a dominant lifestyle player, setting the strategic vision and leading its creative execution. We led strategic positioning, brand development, brand identity and packaging, establishing a cohesive brand world that unified the experience across retail and digital. Leading both internal teams and external agency partners, our direction delivered a culturally resonant brand expression that ignited explosive growth.
-
The rebrand directly fueled a dramatic increase in brand equity and consumer acquisition. This delivered six consecutive record-breaking quarters of growth, secured expansion into every major national retailer, and solidified its market-leading position, ultimately culminating in a $550 million strategic investment from PepsiCo.
RELATED WORK
VitaCoco
Kind
SmartWater
Ocean Spray
Diet Coke
Lipton