Tough Mother

Our Clients were on a mission to make raw and pure health tonics available in a convenient form. The challenge was introducing a new take on a folk remedy to an increasingly competitive health drink category, while also using ACV as a primary ingredient — which is known for its potency but also for its strong flavor.

We took the idea of needing to be tough to drink their products, as well as pay homage to “the mother” which is the unrefined, unfiltered existing good bacteria, and put it in a playful context. We also wanted the product and story to feel inspired by the two’s shared passion for Martial Arts and one of the partners’ storied Culinary background and recipe creation.

We branded their STEEPT process as well, as it is unique for the space and speaks to their high level of quality standards.

Brand Strategy | Brand & Process Naming | Copywriting | Tagline

In collaboration with SHELF Studio