SP2 is a California-based nutrition and wellness startup that imports high-quality raw spirulina into the U.S. Their founder has a lifelong passion for promoting optimal nutrition through a diet rich in quality, organic ingredients. Working closely with a distributed marketing team, we leveraged their messaging as the most sustainable and nutrient-dense food source available, to increase audience ten-fold, and revenue by 300%.
SP2 initially approached Incline Design Group to work through a brand update to be applied to packaging, digital assets, and clothing. The scope of the project continued to increase as we took on vehicle graphics, print pieces, white papers, and event strategy and activation. We worked with the digital marketing team at Akers Digital on web and social graphics, and with Blueberry Island on the influencer social strategy.
SP2 had the passion and the inside scoop on this quality superfood but needed help communicating that to new and broader audiences. We leveraged our background in the cycling, outdoor, and wellness industries to help them with their first public activation at the Sea Otter Classic cycling festival in 2018. We created a holistic, cohesive brand message and tone to convey the quality of their product and the unique benefits of use to their potential customers. Spirulina is a particularly challenging product, as many people who have tried it in the past have preconceived notions that it will have a strong flavor and provide only nominal benefit.
We developed and executed a communications strategy that effectively demonstrated SP2’s unique qualities, including the lack of flavor and the increased bioavailable nutritional value of fresh, frozen spirulina, in order to grow their market base from both new and former spirulina consumers.
SP2 needed a brand mark that clearly referenced the simplicity of the product and the remarkable feedback they were receiving from enthusiastic customers.
We focused the design on the fact that the product is 100% pure spirulina, conveying the energy and vitality regular customers were experiencing. We used bright colors and created a brand palette firmly based in modern greens and simple shapes to ensure the logo was recognizable and communicated the distinct qualities of their product to a variety of markets and environments, from health clubs to grocery stores to modern sporting events.