Earth's Own® Florida's Natural®
Brief
With the new product launch of Florida's Natural, the challenge was in introducing a brand in a product category (iced tea) in which they were not established. Leveraging Florida's Natural consumer equity, Earth's Own must communicate the parent brand while carving out unique brand characteristics like authentic and natural.
Strategy
- Developed Earth's Own logo utilizing natural color schemes along with natural imagery (leaves)
- Added distressed element along with subtle natural cues
- Tied together parent brand and sub-brand to reinforce brand equity
- Introduced vibrant color schemes to reinforce refreshment