Koia (formerly Raw Nature-5) came to us with the goal of bringing plant – powered protein shakes to consumers in an emotionally-connected (and delicious) way! Our strategy team found that while our target consumers already held positive, functional associations with plant-based products, they lacked a natural, emotional connection with the category. Choosing this product should be just as much about physical benefits as well as feeling good internally.
powering people through plants
We landed on the idea of powering people through plants. Power is physical and emotional; internal and external. The brand rename to Koia, derived from a peninsula, is a subtle nod to the brand’s plant-based roots in a way that feels authentic and empowering. Following the rebrand’s launch sales grew 1000% in year one and continue to see momentum.