After an in-depth brand and landscape audit it became clear that the vanilla market was a sea of sameness. Lifestyle brands however told a richer story, going beyond product to communicate transparency into process and a sense of community. From there, our opportunity revealed itself: build a unique and aspirational lifestyle around Heilala by focusing on expertise, celebrating simplicity, maintaining transparency, and delivering peer-to-peer approachability.

After 6 weeks we successfully delivered a go-to-market strategy with competitive positioning, campaign pillars, messaging language, social activation guidelines, and IRL opportunities.