Trace Beverages, owned by Naturo Group had an excellent product but the market didn’t understand it. Its initial product positioning as a “black water” was simply not desirable. It also missed articulating some of the great features of the product and the opportunity to position the brand as a functional beverage versus water.
Guiding our client through consumer research, our intuition to reposition was confirmed. It was clear that we needed to focus our work not only on defining the overall Trace brand but to clearly educate the distinct advantages of fulvic and humic minerals.
Dossier helped re-define Trace as a collection of revitalizing beverages that meet the demands for cleansing, concentrate shots and hydration through daily use.
I created a comprehensive set of brand guidelines as the brand grew, including a suite of icons - bespoke to the brand.
I've scaled the brand across a number of trade shows plus all supporting collateral.
I've also scaled the brand in-line with their Vancouver Whitecaps FC sponsorship contract, creating limited edition WCFC bottles, in-store POS and stadium graphics to name a few.