A sweet branding assignment
The Pacific Fruit & Beverage Company approached us with a blank canvas and a dream: rebrand their vitamin-rich calamansi superfruit juice from the Philippines. We tried it, loved it, and signed on.
A new super fruit
Our consumer study uncovered that most consumers had never heard of calamansi fruit. We positioned it as a cross between a lime and an orange, and had some fun with the fact that it’s neither.
Squeezing the juice
When it came to naming the drink, we created a fun portmanteau: Nomsi. The entire brand system was redesigned from the roots up—from packaging, to point-of-sale materials, to an ad campaign, and website
The fruits of our labor
- Rebrand led to 18x YOY market penetration lift
- Created genuine buzz at launch including coverage in the San Francisco Chronicle
- Penetration lift included shelf presence at Walgreens, Cost Plus and Walmart
"Nomsi made a huge splash for our launch thanks to Traction!"
Victor Elizaga
CEO
More Case Studies
