Their past branding and communication strategy was heavily influenced by Redbull and similar unhealthy drinks. We studied their production process and discovered untold truth about IchiMore drinks: they only used natural favors and they purified their water 12 times to ensure the highest quality.
All of this was buried under a lot of heavy marketing targeting young people playing video games all night long. We change the brand narrative to focus the brand on the health and lifestyle.
As we stepped away from the energy drink business, we grew the brand toward a greater market where we could target a broader health-conscious audience. We implement the brand DNA into a comprehensive brand book divided into corporate and marketing guidelines. We also developed their e-commerce website and some of their early WeChat campaigns.