SP2 Pure Fresh Spirulina - STUDIO INCLINE

Case Study: SP2 Pure, Fresh Spirulina

Innovative Nutrition Brand Needing Refinement

SP2 is a California-based nutrition and wellness startup that imports high-quality raw spirulina into the US. The founder has a lifelong passion for promoting optimal nutrition through a diet rich in quality organic ingredients—a passion which led him to promote spirulina as the most sustainable and nutrient-dense food source available. Working closely with a distributed marketing team, we leveraged this messaging to increase their audience tenfold and their revenue by 300%.

SP2 initially approached me to work through a brand update to be applied to packaging, digital assets, and clothing. The scope of the project continued to increase as I took on vehicle graphics, print pieces, white papers, and event strategy and activation. I worked with the digital marketing team at Akers Digital on web and social graphics, and with Blueberry Island on the influencer social strategy.

The Challenge

SP2 had the passion and the inside scoop on this quality superfood but needed help communicating that to a new and broader audience. I leveraged my background in the cycling, outdoor, and wellness industries to help them with their first public activation at the Sea Otter Classic cycling festival in 2018. I created a holistic, cohesive brand message and tone to convey the quality of their product and the unique benefits of use to their potential customers. Spirulina is a particularly challenging product because many people who have tried it in the past have preconceived notions that it will have a strong flavor and provide only nominal benefit. The right messaging was key to overturning these preconceptions.

I developed and executed a communications strategy that effectively demonstrated SP2’s unique qualities, including the lack of flavor and the increased bioavailable nutritional value of fresh, frozen spirulina, in order to grow their market base from both new and former spirulina consumers.

Work Performed

Web Updates
Packaging Design
Clothing
Vehicle Graphics
Event Activation
Marketing Consulting
Brand Identity

SP2 needed a brand mark that clearly referenced the simplicity of the product and the remarkable feedback they were receiving from enthusiastic customers. I focused the design on the fact that the product is 100% pure spirulina, and on the energy and vitality regular customers reported experiencing.

I used bright colors and created a brand palette firmly based in modern greens and simple shapes to ensure the logo was recognizable and communicated the distinct qualities of their product to a variety of markets and environments, from health clubs to grocery stores to modern sporting events.