While Dr. Smoothie has been a staple in the healthy smoothie market for more than 20 years, their brand identity was failing to properly represent the freshness and innovation they bring to bear in their full line of beverage products. The time had come to signal a fresh commitment to creating quality, healthy products that today’s consumers need. I worked with Bevolution Group to reimagine their entire Dr. Smoothie brand identity system, and then apply and execute it across a wide spectrum of physical and digital contexts. First and foremost, it included establishing a fresh, new logo and brand style guide, then designing a cohesive family of labels and packaging concepts that would reintroduce the product in a way that is relevant and emotionally compelling to today’s on-the-go, health-conscious consumers. Developing key messaging to go with the visual identity was critical to success and how we came up with the new tagline, “Your daily dose of delicious.” Overall, the refreshed brand identity is compelling, and cohesive and creates the right mood/impression with their tribe. When the product + brand deliciously match, it makes for an engaging outcome for consumers.