Health & Wellness

Orgain began as a personal kitchen recipe created by founder Dr. Andrew Abraham to support his recovery from cancer. Our challenge was to transform that deeply personal and authentic origin story into a scalable Masterbrand, one capable of expanding beyond a single health need and a handful of products to become a category-defining force in the highly competitive health and wellness market.

Tigre Creative developed the brand platform, positioning, and identity system that translated Orgain's founder-led purpose into a cohesive and enduring Masterbrand. By grounding the brand in authenticity while creating room for portfolio expansion, we established a strategic foundation that could support growth across products, channels, and audiences without losing the essence of the story that made the brand unique. The result was a flexible brand architecture capable of driving both emotional connection and commercial scale.

Our brand-building strategy helped transform Orgain from a founder-led product into one of the most successful brands in the nutrition category. The brand achieved the #1 position in both plant-based protein powder and organic ready-to-drink shakes in the U.S., while establishing a scalable platform for continued growth. This success ultimately culminated in Nestlé Health Science's acquisition of a majority stake in 2022, valuing the company at approximately $2 billion, demonstrating how an authentic, purpose-driven Masterbrand can drive category leadership, consumer loyalty, and significant enterprise value.