IRMA

Context

In a soda and flavored-water category with saturated codes, stagnant consumption and repetitive messaging, a startup of young founders bet big on a natural, different proposition.

Strategy

We began with brand research into the category —including international brands— to detect repeated codes and opportunities. Faced with a market that exaggerates benefits and competes on intensity, we chose to build personality and a clear direction from scratch.

Results

With the brand ready for its mass launch, we are supporting the final steps: a proposition with judgment that proves there is room for something new, even in mature categories.