Sapp came to us as a new-to-market craft water that needed to cannonball successfully into an oversaturated beverage market. (Ten points for spotting the two ‘water’ jokes in that first sentence.) Since most people have not heard of birch water, our job in this project was to educate consumers while also entertaining. We needed to create the right Brand Voice & Identity that would speak to their earthy, savvy, health-conscious audience and tap into their deeper beliefs, hopes, and wishes—both verbally and visually.
Designed to be viscerally memorable and stand out from the overwhelming lineup of ‘health’ beverages (specifically in the water category), this project featured hilarious collateral full of tree jokes, a birch slap or two, and a newly-established authority via confident playfulness. The strategically-witty foundation helped Sapp eventually get acquired, which was a major business goal and, yes—you guessed it—witnessing the power of humor made us feel incredibly sappy.