Tapping into Birch 


Because the enhanced waters segment is filled with rising stars, we had to differentiate Treo in
a way that would be specifically appealing to Millennials.  We needed to be mindful of balancing
its trifecta of benefits — great-tasting, hydrating and low-calorie — and its bold fruit flavor.



Identity leverages Treo’s point-of-difference: Birch!





Featuring big, mouth-watering imagery
locked up with a “Sweetened by Nature” callout



 Established a tone-of-voice based on Treo’s
brand personality – cool, a little bit quirky, sleek,
simple & organic (but not the boring kind)





Developed a visual language that has extended
off pack to help bring the brand to life



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