Breaking through trends to reclaim purpose

Sambazon was started by three friends who discovered açai bowls in Brazil and decided to bring them to the US. From its inception the company stood for “Sustainable Management of the Amazon Forest”—but as açai gained in popularity, this mission-driven story got lost in all the trendiness. And with private label entering the açai market, they came to us to help them craft a stronger story that could differentiate Sambazon and give it credit for its triple-bottom-line approach.

Through ethnographies, we helped the team identify its ideal target audience and what key motivators to leverage. And by analyzing analogous brands in other categories, including superfood as well as mission-driven companies, we pushed the thinking to transcend the health benefits of superfoods. The brand is rooted in delight, but its benefits go beyond the user to include other people and the planet.

from superfood
to purposeful delight

By pivoting the thinking, we were able to create a more powerful brand story, help the brand find its voice and bring it to life through targeted messaging and clear brand guidelines. This helped the team create a stronger story for retailers, consumers and investors, and translate this to a revamped visual identity and communication campaign.

What we did: Consumer Insights, Foresight Analysis, Brand Positioning, Messaging