Despite having a loyal customer base who valued the brand's superior flavour and texture, PureHarvest found itself facing a growing challenge: a fiercely competitive market where consumers were increasingly seeking natural and less processed food options. The brand recognised the need for a strategic intervention to distinguish itself from the competition and solidify its place in the market.
- Brand Strategy
- Identity
- Packaging
- Campaign
- Animation
- Illustration
- Digital
Brief
Fluid Branding was enlisted by PureHarvest to review and revitalise their brand strategy.
Fluid’s initial step involved conducting a comprehensive market analysis encompassing audience segmentation, distinctive asset research, and media analysis. This research aimed to gain a thorough understanding of PureHarvest’s current market position, identify key audience segments, and uncover opportunities for growth.
Brand Insight
The findings of this research highlighted a crucial insight: while PureHarvest enjoyed high levels of customer satisfaction, particularly for its flavour and texture, its brand awareness and consideration lagged significantly behind its competitors.
This meant that although consumers who chose PureHarvest remained loyal, the brand was not attracting new customers at the same rate as its rivals. Additionally, the research indicated that PureHarvest tended to pioneer new product niches only to see competitors quickly follow suit and overtake them in the market.
Brand Strategy
Armed with this knowledge, Fluid worked with PureHarvest to re-align the brand around a new positioning, encapsulated by the tagline “Enjoy more from less”.
This positioning succinctly communicated PureHarvest’s commitment to crafting delicious, natural products using minimal, high-quality ingredients, appealing to the growing consumer demand for wholesome and less processed foods.
Brand Identity
To further enhance brand recognition and differentiation, Fluid developed a refreshed visual identity for PureHarvest.
This included a bold new logo that cleverly incorporated distinctive elements from the previous packaging, along with a unique illustration style intended to unify the brand across its entire product range. Importantly, Fluid also addressed PureHarvest’s brand architecture, creating a more intuitive and navigable system for consumers to easily understand the brand’s offerings.
Range Extension
In addition to the core range’s packaging update, Fluid also needed to address the pack designs for the 2 coconut based variants that sat under the sub-brand Coco Quench ensuring that they retained existing equities whilst bringing the new master brand and distinctive assets to the fore.
Brand Awareness Campaign
The launch of the rebranded PureHarvest range was supported by a comprehensive awareness campaign.
Spearheaded by Fluid and delivered through multichannel platforms (eg. BVOD, Social, OOH) that allowed for flexible yet tailored messaging, improved reach and delivery of a better ROI. The campaign strategy focused on amplifying PureHarvest’s key differentiators: its Australian heritage and its unwavering commitment to using pure, whole ingredients. This messaging resonated strongly with the target audience, leading to a significant uplift in brand awareness and engagement.
Results
Website traffic surged by more than 30%, the campaign garnered over 2.5 million views on YouTube, and PureHarvest successfully reached over 6 million new consumers in previously under-indexed territories like Sydney and Perth.
Perhaps most importantly, PureHarvest witnessed a substantial increase in both unaided brand awareness (over 42%) and consideration rates (55%) following the relaunch. This demonstrated the effectiveness of Fluid’s strategic approach in driving positive brand perception and consumer behaviour.
Recognising the need to maintain momentum in a dynamic market, PureHarvest and Fluid continued their collaboration in 2022, concentrating efforts on further solidifying brand awareness and consideration.
This time, the focus shifted towards emphasising PureHarvest’s core values of simplicity and natural goodness. A new campaign launched in Q4 2022 again employed PureHarvest’s distinctive illustration style to reinforce the “Enjoy more from less” message, further strengthening the brand’s association with wholesome, minimally processed products in the minds of consumers.
Organic Barista
In addition to bolstering its core product range, PureHarvest identified a strategic opportunity to expand its presence in the cafe and coffee market.
This sector was recognised as highly influential in the non-dairy milk category, with high standards for taste and product performance. To cater to this discerning market segment, PureHarvest launched its Organic Barista Soy milk variant, building on the brand’s already established reputation for high-quality, natural ingredients. Fluid’s role extended to designing packaging for the new variant, ensuring it clearly highlighted the product’s special natural formulation and differentiated it from other offerings within the PureHarvest range.
Fluid’s long-term relationship with PureHarvest demonstrates a level of trust, passion and the transformative power of a well-executed brand strategy.
Through a combination of insightful research, strategic positioning, a cohesive visual identity, and engaging campaign execution, Fluid Branding successfully revitalised PureHarvest, establishing it as a leading contender in the competitive non-dairy milk market. By consistently highlighting its Australian origins, commitment to pure and simple ingredients, and delivering consistently high-quality products, PureHarvest has fostered a loyal customer base who value both taste and mindful consumption and enjoyed year on year growth.
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