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.

Nomsi Bottle shots

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

website on tablet
website on mobile phones

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 on bike ads

"Nomsi made a huge splash for our launch thanks to Traction!"

Victor Elizaga


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