CHWCE
Chew your juice
CHWCE is the “juice you chew” which makes it an outrageously healthy, deliciously-balanced snack or meal with a totally unique taste and experience. The brand was launched exclusively at Whole Foods in Atlanta and on-line.
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Bold, bright and distinct. Never bitter, bland or boring. Never blitzed into oblivion like some smoothy, Chuice is whole food in a bottle. Made by chopping and blending 10 Fruits, 9 Veggies, 7 Herbs, 6 Seeds and 3 Nuts, so each distinct flavor stands on its own. And retains its just-made freshness, crunch and character – not to mention more healthy plant nutrients.
Question became: Drink it? Or eat it? We knew we had to help people - especially first timers – find the awesomeness in this awkwardly delicious – okay weird - mash-up. In other words, experience the Chewphoria.
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We gave the Chuice team lots to chew on. We changed the spelling from Chuice to CHWCE to reinforce its chewiness.
We redesigned the logo to be bolder and gutsier. And rather than using a traditional juice bottle profile, we chose a squatter, wider mouth jar both to differentiate the product on shelf – and enhance the satisfying mouthfeel.
We also re-envisioned the Master Brand and messaging, product experience, package design, ecommerce site, consumer engagement and go-to-market strategies.
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Brand Story & Messaging
Brand Voice & Personality
Visual Identity
Package Design
Advertising Campaigns
Web / Ecommerce Design
Consumer Engagement Strategy
CRM
Our campaign conveyed the rugged, raw, real taste experience for the hardcore healthy – those who believe that active nutrition is an invaluable tool to personal achievement. Those who Live Life Unfiltered.
Improve digestion.
Satisfy hunger so you eat less
Reduce tension.
Activate brainpower.
Chewing slowly has many health benefits.
