The brand strategy developed for Breva guided the creation of a new brand that appealed to a discerning audience by addressing their aspirational and social need states, over and above their need for an alcohol-free lifestyle.

As a new player in the fiercely competitive alcohol-free beverage market, Breva recognized the importance of developing a unique and distinctive brand message, values and identity. The brand was purpose-driven, built around the idea of 'bravery', and the brand identity and proposition had to generate widespread recognition and convey an inspirational and aspirational ethos and messaging centred on this idea. I worked with the business owners to craft the brand strategy and architecture and create a uniquely focused value proposition and messaging matrix.

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The brand essence was defined as "true courage is rewarded", and deeper analysis revealed the Blue Crane as a traditional cultural symbol of bravery, which became the primary brand trademark. To reinforce the purpose-driven brand values, I enlisted the expertise of renowned illustrator Doug Powell to develop the handcrafted logo device, adding a rich heraldic illustrative warmth to the identity. I set the strategic creative briefs and project roadmaps and led teams in generating innovative brand and packaging concepts, client approvals, creative reviews, artwork refinement and print production quality control.

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Breva's pre-launch campaign created curiosity and the launch campaign was designed to inspire consumers to "rethink malt." through a vibrant visual language anchored by the timeless presence of the Blue Crane.