California Natural Products launched Svelte in 2009. Svelte’s plant-based protein shakes are gluten-free, certified organic, vegan, and non-GMO. Customers can stock up at health food retailers like Whole Foods, Amazon, and Vitamin Shoppe. But while Svelte quickly became a favorite among its customers, the brand didn’t have quite the reach it needed.
Svelte faced an uphill battle in its formative years; from building an off-base target audience to overcoming consumer wariness of chalky, high-sugar protein shakes, traction was slow. Additionally, its minimally-branded bottles caused people to recognize the design concepts more than the brand name itself. Svelte needed an arsenal of immediately-recognizable messaging that expressed authentic brand identity. And its customers needed a way to communicate.
If the right people were going to enjoy the experience, they’d need better opportunities to engage.