Overview

Portland’s Moberi was looking to evolve its brand positioning and messaging to stay relevant in an increasingly saturated health-food market. While acai is an easier sell in the summer, we saw an opportunity for consumer education around what the product is and how it can fit into their lives year-round.

A secondary aspect of the project was to announce Moberi’s new Cedar Hills location, an opportunity for Moberi to expand its reach outside of Portland proper.

Goals

• Update Moberi’s brand positioning and messaging to reflect its evolution since 2011

• Create buzz and media interest for Moberi’s new location

Results

Because Moberi was founded in 2011 around smoothies, we engaged in a repositioning project with the aim to honor the brand’s history while evolving how the brand presents today. To do that, we clarified Moberi’s brand ethos, its key audiences, and the brand’s points of distinction, documenting new primary messaging, brand talking points for employees, voice & tone, and updating the brand boilerplate and founder bio.

The second part of our project included announcing the opening of Moberi’s first location outside of Portland. Moving into an area filled with national and regional chains, we told Moberi’s locally owned and operated story to attract new consumers in Beaverton. We reached people who hadn’t yet tried Moberi (and never heard of acai) while welcoming past consumers who had relocated to the suburbs. Resulting media coverage from Portland and Beaverton outlets promoted the new location and built such fervor that the new store had a line that lasted its entire first day of opening. It’s now one of Moberi’s most-successful locations.

-

"We loved working with Allyson! She's a wonderful communicator, detail-oriented, and has a great system for defining brand voice. And thanks to Allyson's media strategy, we had a very successful launch for our new location. I would highly recommend her services!" - Ryan Carpenter, Moberi Founder & Owner