Ka'Chava
NATURAL FOOD CPG
BRAND BUILDING - CONTENT STRATEGY - CREATIVE DIRECTION
A leader in the ​natural food space, Ka'Chava needed a refreshed brand to meet some lofty company goals. I worked to develop the brand, establish the voice, and bring it to life with lifestyle-focused creative direction.
The Need
Energize our audience with brand (before energizing them with superfoods).
Brand Development
Translating our vision into a brand that aligns with our audiences and makes them want to engage.
Thoughtful Leadership
Management of in-house writers and freelance partners to meet goals on time and in budget.
Flexible Collaboration
Ensuring that all our talented creative teams are empowered with systems that ensure brand consistency.
Ka'Chava Brand Personality
MAGNETIC | KNOWLEDGEABLE | INSPIRING | OUTDOORSY
I push the team to define the intersection of accessible and aspirational, sharpen our sense of wit, and find a sense of credibility that makes us stand out from the competition. (Want to know the secret recipe? Book a call, I just might spill.)
Messaging Strategy
From a foundation of audience insights, I deliver messaging strategy that stays true to our personality and delivers on business goals. For Ka'Chava, that means identifying our differentiators, aligning with audience values, and leaning into our aspirational brand.
New Product Development
Retail, DTC, & Amazon
Emails, CRM, & Social
Creative Direction
I bring our brand to life with copy-focused creative direction across channels.
Email & SMS
Every email and text is an opportunity to connect with our audience, offer value, and cheer them along on their wellness journey.
Event Signage
From retail moments to celebrity partnerships, we matched signage to the context to engage and educate.
Landing Pages
I sharpen performance-driven landing pages to enhance the customer journey and build SEO.
Video
I collaborate with our video team on storyboards, voiceover scripts, and editing cutdowns.
Performance Ads
We balance industry trends with regulatory compliance in short and snappy performance ads.
Partnership Messaging
In partnerships with celebrities, like-minded brands, and athletic orgs, I lean into the aspect of our voice that best aligned.
Creative Highlight
NEW FLAVOR LAUNCH
We launched Strawberry Ka'Chava with a fruity splash.
Pink is not a color historically associated with strength. We flipped that notion on its head with a campaign proving the power of pink.
- CAMPAIGN CONCEPT
- CREATIVE STRATEGY
- COPYWRITING
- CONTENT PLANNING
Copywriting
In addition to guiding our writers, I put my own words to work with brand-forward moments across digital, in-person activations, packaging, and retail.
Retail Launch
We made the leap into retail in 2024, launching in Target, Sprouts, and The Vitamin Shoppe. I wrote copy for in-store signage, educating an unaware audience about their soon-to-be new favorite shake.
Amazon Storefront Launch
Our Amazon storefront launch required copy-forward imagery and videos to enhance the brand, educate around the product, and build SEO.
Branded Boxes
We create branded boxes as unique touchpoints: for the launch of new programs and flavors, limited edition welcome kits, holiday PR splashes, and influencer partnerships.
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