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