DRYFT was the small fish in a very competitive market. The company spun from its parent and wanted to focus on building the brand to attract a potential suitor. Our collaboration was marked by a comprehensive revamp spanning consumer interfaces, trade materials, digital presence, and branding essentials—all within a stringent timeline.
Evolving the Brand Essence
We maintained the integrity of Dryft's original brand voice and product positioning while updating the color palette and fonts to create a more modern look that remained true to where the brand started. The goal was to improve overall legibility and shelf presence while maintaining our core values and vision. We wanted customers to recognize the Dryft brand at first glance and its fresh new look.
Packaging Redefined
The directive was to capture a new, modern feel for a new, modern nicotine product. We wanted to emphasize the innovative technology behind Dryft and how it provides an alternative that is cleaner and safer than cigarettes. To achieve this goal, we focused on the science and technology aspect of the product, which provides a cleaner, safer, tobacco-free product. The results highlighted both the benefits of Dryft and its cutting-edge technology.
A complex site… FAST!
Dryft needed a rapid eCommerce solution that would allow them to compete with the more prominent players. We opted for a Magento build to achieve this and had the site running within three months. Several layers of age verification were implemented, regional selling options were configured, and custom subscription plans had to be created. This was all achieved within a tight timeline of fewer than three months.
the results
The plan from the start was to create a brand experience that would accurately reflect all of the unique scientific properties and tangible benefits of Dryft. This involved extensive research into consumer preferences, market trends, and competitor strategies. The idea was to make Dryft stand out amongst its peers to attract an acquisition partner who could help take it to the next level. After months of hard work and dedication, these efforts paid off when R J Reynolds stepped forward with an offer for a successful sale
Like what you see? Fill out the form and we'll get back to you ASAP to discuss your brand. Don't like what you see, feel free to still fill out the form and let us know why. We're not everyone's cup of tea but we'd still be down to talk branding.
