Overview: Nutiva was proposing to introduce their exotic-flavored hemp protein drink mix into a consumer landscape ruled by the preconception that hemp is a flavorless, seedy, functional food consumed mainly for its fiber benefit.

Challenge: Nutiva had developed a truly great-tasting hemp drink, but in the mind of consumers, “great-tasting” and “hemp” did not belong in the same sentence. Pure Branding’s challenge was to help Nutiva develop a new sub-brand that would get consumers to rethink hemp.

Solution: Rather than position the functional offering as a protein or fiber mix that should be consumed for its health benefits, Pure Branding helped Nutiva create and define the new HempShake subbrand to celebrate the flavorful drinking experience.

Positioned primarily as a delicious, flavor-driven convenience drink, the HempShake brand delivers secondary messages of ingredient benefits such as protein, fiber, fatty acids, minerals, and rich antioxidants—to support the rationale for repeat purchase.

With an identity driven by mainstream accessibility, photography so good you can taste it, and flavor profiles that came hot on the heels of current food trends, HempShake helped Nutiva achieve the #1 position in the entire hemp category.