Take Two
As a new plant-based milk on a mission, Take Two needed just the right message to take on dairy.
Roles: Strategist & Copywriter
Agency: Murmur Creative
Deliverables: Brand Strategy, Naming, Content Strategy, Social Media Strategy, Copywriting (for Website, Packaging, and Social Media)
Strategy
The Challenge
Take Two is made from spent grain leftover from barley used by the beer industry. But this is not the most exciting way to talk about barleymilk. Take Two needed a name, brand language, and a strategy to convey the company’s sustainability mission while also communicating how delicious and nutritious their milk really is.
The Discoveries
Consumers are hungry for plant-based milks that taste good enough to replace dairy.
In a crowded market, plant-based milks need a message that stands out.
Consumers want to feel like they’re making a positive ecological impact with their purchases but also want to know they will enjoy the products they buy.
The Solutions
Brand positioning that embodies the brand’s serious sustainability mission and sense of fun.
A name and brand language that evokes both sustainability and deliciousness by communicating the product mission with a playful tone.
Bold copy that invites consumers into the brand story through multiple channels.
Social media strategy that highlights environmental impact, use, and taste.
Strategy to Creative
Strategy work inspired naming, web and packaging copy, and a social media campaign to launch the new brand.
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