Re-branding for Esevia
(Case Study)
Esevia serves as a natural sweetener, crafted by blending brown sugar cane and stevia extract. It has fewer calories compared to regular sugar, it is the optimal choice for adding sweetness to your everyday meals, treats, and drinks.
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Esevia may not have resonated with its initial target, but it still has a strong added value that can be treasured. It had to undergo a rebranding process that involved curating its target market, re-discovering Esevia's values, and developing a fresh new personality that reflects in its visual identity.
Esevia when launched primarily targeted athletes and fit people who kept to a strict diet routine
Unluckily we were not an option for this audience.
So *claps hands*… What do we do now?
The goal:
Rank Esevia as a lovemark thanks to a new look and vision.
...
But! with whom are we a good catch?
By doing a market research, our key findings were: the diet culture and the crazy stereotypes of women’s body and now how (A new generation of) women and culture stands fighting for a "healthy mindset" about our body image, deconstructing years of a twisted body image mentality.
2000 trend
2010 trend
2020 trend
In the realm of trends (Specially, the massive ones), we witness the relentless pressure about how a girl can portray the perfect image, the spotlight falls on diets and eating habits and honestly it's disheartening how the female body has to act like a mold for the age or era we are in to conform to the ever-changing standards.
Esevia steps up for women and brings the alternative in our eating style, enjoying the sweet experience without giving up the natural taste that we love. That is why we present to you: “Dulzura que no te pesa” (Sweetly without guilt).
Esevia is that friend that inspires as women do. That’s why we present Esme by Esevia, an (1) adventurous character, (2) genuine and full of (3) positivity.
(1)
(2)
(3)
The explorer
The innocent
The everyman
Es(evia)me values friendship , freedom and optimism.
For this rebrand, assets started to imprint those traits such as warmth, sisterhood, and natural authenticity on the visuals and tone of voice; in other words: like you’re talking to a very dear and close friend of yours.
Visual Identity
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By:
And of course we cannot forget the packaging.
Satire from film: Princess Diaries (2001)
Packing up
Color guide
Print sample
Color test
Behold! The new image and same natural taste that we enjoy.
This change allowed expanding our portfolio. So, taking a step further, Esevia Monk Fruit was formulated with even fewer calories than the original Esevia. Which is a blend of brown sugar cane with Monk Fruit and Stevia extract.
