From Concept to Sold-Out Success
Brand Strategy
Brand Strategy
BEA: redefining clean, plant-based energy for the wellness-driven consumer.
Brand, Launch + Market Impact
Brand, Launch + Market Impact
While contracting as a Fractional Marketing Executive with Isagenix, I spearheaded the development and launch of BEA, a clean, plant-based energy drink designed to expand the brand’s appeal beyond its core wellness audience.
My role spanned the entire creative and go-to-market process, including:
Product Naming & Brand Identity: Crafted the BEA name and brand story to emphasize vitality, natural ingredients, and lifestyle integration.
Creative Direction: Oversaw visual identity, packaging design, and positioning to differentiate BEA within a crowded energy drink market.
Integrated Launch Campaign: Led strategy and execution across digital, social, and field channels, ensuring alignment with distributors and customer communities.
Content Production: Directed high-impact launch videos and creative assets to fuel awareness, excitement, and distributor engagement.
The BEA brand was built on a dual meaning: Botanical Energy + Adaptogens as the functional promise, and “Be A …” as the emotional invitation.
Beyond clean energy, BEA became a rallying call—Be A leader. Be A wellness advocate. Be A force for positive change. The branding celebrated both the product’s plant-based formulation and the empowerment of the community behind it, positioning BEA not just as a drink, but as a lifestyle statement. This layered identity gave distributors and consumers alike a sense of ownership, turning every can into an opportunity to express who they wanted to “Be.”
**Images displayed on this page are the property of their respective companies and are used here for illustrative purposes only. All featured work was completed independently of The Brand Practice.
More Work
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Grounded in Healing, Built on Vision
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FAQ
FAQ
01
What can I expect from a Power Hour Coaching Session?
02
How is the pricing structure?
03
Are all projects fixed scope?
04
How does Fractional Leadership work?
05
How do we measure success?
06
What do I need to get started?
07
What is EP²?
08
What types of clients do you work with?
01
What can I expect from a Power Hour Coaching Session?
02
How is the pricing structure?
03
Are all projects fixed scope?
04
How does Fractional Leadership work?
05
How do we measure success?
06
What do I need to get started?
07
What is EP²?
08
What types of clients do you work with?
From Concept to Sold-Out Success
Brand Strategy
BEA: redefining clean, plant-based energy for the wellness-driven consumer.
Brand, Launch + Market Impact
While contracting as a Fractional Marketing Executive with Isagenix, I spearheaded the development and launch of BEA, a clean, plant-based energy drink designed to expand the brand’s appeal beyond its core wellness audience.
My role spanned the entire creative and go-to-market process, including:
Product Naming & Brand Identity: Crafted the BEA name and brand story to emphasize vitality, natural ingredients, and lifestyle integration.
Creative Direction: Oversaw visual identity, packaging design, and positioning to differentiate BEA within a crowded energy drink market.
Integrated Launch Campaign: Led strategy and execution across digital, social, and field channels, ensuring alignment with distributors and customer communities.
Content Production: Directed high-impact launch videos and creative assets to fuel awareness, excitement, and distributor engagement.
The BEA brand was built on a dual meaning: Botanical Energy + Adaptogens as the functional promise, and “Be A …” as the emotional invitation.
Beyond clean energy, BEA became a rallying call—Be A leader. Be A wellness advocate. Be A force for positive change. The branding celebrated both the product’s plant-based formulation and the empowerment of the community behind it, positioning BEA not just as a drink, but as a lifestyle statement. This layered identity gave distributors and consumers alike a sense of ownership, turning every can into an opportunity to express who they wanted to “Be.”
**Images displayed on this page are the property of their respective companies and are used here for illustrative purposes only. All featured work was completed independently of The Brand Practice.
More Work
FAQ
01
What can I expect from a Power Hour Coaching Session?
02
How is the pricing structure?
03
Are all projects fixed scope?
04
How does Fractional Leadership work?
05
How do we measure success?
06
What do I need to get started?
07
What is EP²?
08
What types of clients do you work with?
From Concept to Sold-Out Success
Brand Strategy
BEA: redefining clean, plant-based energy for the wellness-driven consumer.
Brand, Launch + Market Impact
While contracting as a Fractional Marketing Executive with Isagenix, I spearheaded the development and launch of BEA, a clean, plant-based energy drink designed to expand the brand’s appeal beyond its core wellness audience.
My role spanned the entire creative and go-to-market process, including:
Product Naming & Brand Identity: Crafted the BEA name and brand story to emphasize vitality, natural ingredients, and lifestyle integration.
Creative Direction: Oversaw visual identity, packaging design, and positioning to differentiate BEA within a crowded energy drink market.
Integrated Launch Campaign: Led strategy and execution across digital, social, and field channels, ensuring alignment with distributors and customer communities.
Content Production: Directed high-impact launch videos and creative assets to fuel awareness, excitement, and distributor engagement.
The BEA brand was built on a dual meaning: Botanical Energy + Adaptogens as the functional promise, and “Be A …” as the emotional invitation.
Beyond clean energy, BEA became a rallying call—Be A leader. Be A wellness advocate. Be A force for positive change. The branding celebrated both the product’s plant-based formulation and the empowerment of the community behind it, positioning BEA not just as a drink, but as a lifestyle statement. This layered identity gave distributors and consumers alike a sense of ownership, turning every can into an opportunity to express who they wanted to “Be.”
**Images displayed on this page are the property of their respective companies and are used here for illustrative purposes only. All featured work was completed independently of The Brand Practice.
More Work
FAQ
What can I expect from a Power Hour Coaching Session?
How is the pricing structure?
Are all projects fixed scope?
How does Fractional Leadership work?
How do we measure success?
What do I need to get started?
What is EP²?
What types of clients do you work with?