MOJO COLD BREW

Grab Life by the Beans.

Mojo Cold Brew embarked on a Northeast market launch, requiring a complete brand refresh. Recognizing the need for both new packaging and a distinct brand personality, the project aimed to capture the founder's dynamic energy and establish a unique position within the competitive bottled cold brew landscape.

Designed at Breakaway
Designers: Courtney Perti, Alex Barbosa
Copy: Nina Berg

CHALLENGES

The primary challenges involved differentiating Mojo Cold Brew from existing market offerings, many of which leaned toward a masculine aesthetic and emphasized taste as their core benefit. Identifying a white space and developing a compelling brand narrative that resonated with the target Northeast audience was crucial for successful market entry.

STRATEGIC APPROACH

The strategic approach centered on leveraging the founder's energetic persona and the unique origin story of Mojo. Competitive analysis revealed an opportunity to target a demographic underserved by the prevailing masculine and taste-centric messaging. The strategy involved crafting punchy brand messaging and bold visuals with a feminine skew, focusing on the empowering and energizing aspects of Mojo Cold Brew and the accomplishments it could fuel.

OUTCOME

The brand refresh was successfully implemented across various touchpoints, including packaging, advertisements, point-of-sale materials, and the design of their Boston Calling festival booth. This cohesive and differentiated brand presentation not only effectively communicated Mojo Cold Brew's unique value proposition and created a distinct presence in the Northeast market but also resulted in a significant distribution partnership with Whole Foods Market, expanding its reach and visibility.