Ardor is an organic energy drink, sold largely in the natural channel. I led the process to establish the most effective brand positioning that would differentiate the product in a crowded beverage space, in the eyes of both retailers and consumers. I conducted scrappy consumer research, reaching out to brand "superfans" to understand how they discovered Ardor and what set it apart from the rest in their eyes. I then distilled these insights into brand personality, voice and value propositions that served as the foundation for key messages.
