Founded by renowned country music artist Thomas Rhett and his cousin Jeff Worn, Dos Primos Tequila is a fine sippin’ blanco made for sharing with those who know you best.
Thomas and Jeff wanted a tequila brand that married Mexican tradition, southern sensibility, familial bonds and a love for the outdoors. So, we created a brand persona that gave spirits like bourbon and Tennessee whiskey a run for its money — a pure tequila perfect for passing around the campfire.
Ranken Technical College, offering a robust vocational education across various trades, is so much more than textbooks, lecture halls and general education. It’s a lab, a training facility and a workshop designed to get students to work.
Like most technical colleges, Ranken is perceived by some as being an inferior educational route compared to a traditional four-year university. While they wanted to overcome that perception, UPBrand decided to dig into that hands-on training that separates Ranken from traditional educational routes.
Exotico is an award-winning, 100% blue agave tequila—a fun, social brand that brings excitement and mystery to any situation and raises expectations of what tequila should be. With limited distribution, it struggles with awareness in a saturated market.
El Mayor is a handcrafted tequila grown in the highlands of Jalisco and aged using processes perfected by four generations of González family distillers. Time and again, El Mayor has earned its place as a premium tequila through awards, accolades and innovation. But with dated branding and a new expression launch on the horizon, El Mayor needed a sophisticated digital facelift to stand out in the extraordinarily crowded tequila market.
5IMC Outdoor Living, North America’s leading producer of recycled rubber landscaping products, challenged UPBrand to raise awareness and drive purchase of its rubber mulch products at Home Depot and Lowe’s. Since IMC had already cornered the recycled rubber mulch market with a handful of retailer-specific brands, our main task was to convert wood mulch users with a category sell.
First, we needed to establish a messaging platform for the category that touted the primary benefits of rubber nugget mulch and would encourage wood mulch users to switch. We validated this positioning with a national online survey and used the platform to develop our creative strategy – what wood mulch users care most about and what could allay their barriers to switching.
During our research, we also identified the top four digital platforms where mulch users and landscape enthusiasts spent their time. By identifying specific psychographic profiles, we were able to deliver the right message, to the right consumer, at the right time.
TRUE has been making high-quality fitness equipment for homes and gyms since 1981. They’re dedicated to building innovative products and features that push the limits of traditional cardio and strength equipment, always with their customers’ needs at the center.
Same name. Completely different product. Luxco approached us wanting to keep the name they’d trademarked for a discontinued product and resurrect it for a new vodka soda. And, with many seltzers hitting the market, we needed to rise above the rest to launch this new ready-to-drink.
What’s a Klog? Klogs Footwear makes exceptionally comfortable shoes, especially for people who are on their feet all day. Contoured and slip-resistant, Klogs offers a safe and comfortable way to get through the most demanding days.
In 2018, Solid Gold Pet came to us to help them codify their position in the marketplace – one traditionally divided between natural diets and science-based diets. But were they a natural brand in the science-based brand space, or were they a science-based brand in the natural space? After some research and testing, we established that Solid Gold Pet ownably served both. Their food provides science-backed benefits thanks to their natural ingredient formulations.
Over the years, UPBrand has helped Solid Gold Pet evolve their strategy from taking competitors head-on to developing a new space in the market. We’ve educated target consumers by making approachable, science-backed videos. And we’ve broken through key retailers like Petsmart and Petco with original positioning, strategic digital tactics and thoughtful campaigns.
JFS approached us about the possibility of rebranding their organization and, after a market analysis, we recommended a new, sleeker name. Previously Jewish Family & Children’s Services, they wanted something that reflected their legacy of community service without feeling old and stuffy. And they also wanted the new branding to speak to their inclusivity and progressive nature.
As for audience, branding needed to appeal to older, primarily Jewish donors, as well as clients who were mostly not Jewish and living below the poverty line. Thus was our challenge: marrying donors’ desire for a sophisticated look-and-feel with clients’ need for approachability.