PureHarvest

Wholesome Brand Consideration

PureHarvest has always used simple, whole, Australian ingredients in its non-dairy milk. However, in 2022 it faced a fiercely competitive market.

Overview

After completing a rigorous and comprehensive pack and brand refresh, PureHarvest needed to build stronger brand awareness and consideration in its category. Facing increasing competition from imported multinationals, dominant local brands and newcomers alike, PureHarvest had to carve out a position of its own in the crowded field or risk being lost as just another commodity.

Fluid’s key insight from the brand and customers was that PureHarvest used only whole, natural, organic ingredients. Focussing on the simplicity of the ingredients allowed Fluid to connect the brand to the audience’s desires for less processed, more natural products. The tagline ‘Enjoy more from less’ spoke to this proposition but needed further explanation to help embed the message in the audience’s mind.

Furthermore, the new brand assets needed to be more famous in the category to help build them into distinctive, memorable assets. Fluid developed a campaign that used PureHarvest’s pack illustration style to tell a story that marvelled at nature’s ingenuity and how we are privileged to get so much nutrition from such tiny seeds. The campaign was to deliver greater awareness and consideration of PureHarvest as the more natural option, with outdoor, digital, TV and retail activations to spread the message.

The campaign launched in Q4 2022 with over 150,000 views in the first few days.

Deliverables

Animation Brand Strategy Campaign Digital

Testimonial

From the first moment we started working with Fluid it was clear that they were invested in our brand and what we were trying to achieve. They took the time to carefully understand our business – our history, the markets we operate in – and always treated our mission with passion and respect. Throughout the process, from articulating the brand strategy through to rolling out the re-design on packaging, Fluid was always open and receptive to any thoughts or concerns we might have, but never afraid to push us to consider new perspectives. With their expert guidance we formulated and executed a clear redevelopment plan, one that recognised and respected our past, but wasn’t afraid to make the necessary changes for our future.

Pasquale Lazzaro – Marketing Manager, PureHarvest

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PureHarvest

Wholesome Brand Consideration

PureHarvest has always used simple, whole, Australian ingredients in its non-dairy milk. However, in 2022 it faced a fiercely competitive market.

Overview

Deliverables

Testimonial

Pasquale Lazzaro – Marketing Manager, PureHarvest

Related Work

Scottsdale

Tasmanian Pork Brand Identity

PureHarvest

Pure Australian Branding

Brand Strategy

Creative

Design

Implementation