Joe Cross lost more than eighty pounds during a sixty-day juice fast. He gained international notoriety when he made a documentary about his journey back to health — called Fat, Sick & Nearly Dead.
His brand, Reboot with Joe, wanted to expand its offerings to include a broader range of plant-powered nutritional products (juices, of course, but also soups, smoothies, shakes, and more).
Much of the upfront strategy had been completed when I was brought on board. I helped to fill in some gaps in the brand identity, then led the internal and external naming process, facilitating client presentations in each of three rounds. In addition to the master brand, I also created the naming hierarchy that would go on to inform each individual product line.
- Project Roles
- Content Strategist, Copywriter, Strategist
- CO OP Brand Partners
- Brand Strategy, Content, Content Strategy, Copywriting, Creative Strategy, Digital, Strategy, Trend Analysis
- E-commerce Platforms, Websites
- Project Industries
- Beverage, Health/Pharma, International, Lifestyle, Packaged Goods, Retail