Lavva Summary:
Lavva is a non-dairy product for those who know that there’s a direct corelation between how your body performs and what you put in it.

Lavva is the answer to the common “healthy food doesn’t taste good” mantra. Unfortunately, this misconception is still alive and well in the food industry. In addition, many dairy-free options are filled with ingredients you either don’t recognize or can’t pronounce. The good news is that Lavva actually does taste amazing!

The Problem:
To redefine dairy-free yogurt, which historically doesn’t taste very good or look very appealing on shelves.

We also needed to gain consumer trust in a product they don’t know anything about (plus, what is a Pili nut?). Our hope was to educate consumers so that they knew what’s in their cup, and the health benefits of these very specific ingredients.

Enter the Pili Nut. This nut is the base of this special yogurt and there aren’t many folks who have ever heard of it before, let alone tried it, so that provided even more of a challenge.

We also needed to have a winning shelf-presence in a highly competitive vertical.

The Solution:
Our strategy was to create a new brand experience that established us as an industry leader who focused on nutrition and taste. Our target customer is mindful about what they choose to put in their bodies and is not for those looking for a quick fix to weight loss or fad dieting.

Our personality needed to embody the qualities of being rare (indulgent, extraordinary, and magnetic), clean (honest, transparent, and simple), vivid (colorful, wild, and powerful), and nurturing (warm, vital, and strong).

We were able to deduce this after some market research, understanding the brand story about why Lavva even exists in the first place, and how we could own a unique corner of the yogurt world.

The two directions that were presented by Gander (an agency in NYC) hit upon these qualities in different ways. After some tweaking, we had a clear direction that helped propel this brand to the next level of recognition and evokes the uniqueness of this product.

I highly recommend grabbing one of these cups next time you see it in stores!

My Contributions:
Internal art director, internal package designer, internal site designer, liaison to external branding team, closely partnered with CMO and CEO during initial brand efforts, helped with social media strategy, as well as overall brand strategy, look and feel