Mananalu Refresh

The brand refresh I led for Mananalu was a comprehensive and transformative journey, starting with an in-depth exploration into consumer insights and category understanding, in partnership with the Mercenary Group. This foundational research allowed us to delve into what consumers were seeking in sustainable products, beyond merely the environmental benefits.

Building on these insights, I crafted a brand belief system that transcended the simple fact that Mananalu was a sustainable bottled water brand. We embraced an ethos of 'ready to roam' and 'living outside the norm,' anchored by a brand belief in fostering the freedom to roam and create, inspired by our love for the planet. This philosophy was pivotal in differentiating Mananalu, offering a unique brand proposition that resonated with consumers not just looking for a product, but seeking a reflection of their values and aspirations.

The visual identity of the brand was equally critical. Incorporating strategic thinking, we broke down the brand name into 'Mana' and 'Nalu' to facilitate easier pronunciation and enhance brand recognition, significantly improving our brand's approachability. Along with this, we employed a natural lowercase serif font that felt true to nature itself, further aligning the brand with its core values. I also developed a strong iconography mark encapsulating the ocean's waves, symbolizing both the source of our product and the cyclic nature of reuse and circularity in design. This not only reinforced our commitment to sustainability but also provided a powerful visual representation of our brand's core values, creating a cohesive and impactful brand identity.

This refreshed brand identity and proposition were then presented to select retailers prior to the pilot can production. The response was overwhelmingly positive, with major retailers, including Buckeyes and Sprouts, expressing a keen interest in stocking the product. This validation from retailers underscored the effectiveness of our brand refresh, proving that a well-defined and authentically communicated brand belief system, paired with a compelling visual identity, could generate strong market demand and set the stage for a successful product launch.