Case study
Dryft
In a landscape dominated by industry titans, DRYFT positioned itself as a formidable challenger, embarking on a strategic brand and digital overhaul to stand out. This journey highlights the rapid transformation of DRYFT's brand identity, packaging, and eCommerce platform, showcasing the brand's agility in enhancing its market presence. Through a focused rebranding effort and the launch of a cutting-edge online store, DRYFT not only refreshed its image but also attracted significant industry attention, culminating in a pivotal acquisition by a major player. This story exemplifies how strategic innovation can propel a small brand to new heights amidst fierce competition.
Scope
YEAR
Tools
CreditS
Creative Direction
Design
Web Dev
Design
Web Dev
2020
Adobe Creative Suite
Blender
Figma/Magento
Blender
Figma/Magento
Krista Clarke: Design/3D
Daniel Wong: Product
Jason Saunders: Front End
Daniel Wong: Product
Jason Saunders: Front End
The details
A small brand with big competition
DRYFT was the small fish in a very competitive market. I came on board as the company spun from its parent to better focus on building the brand. I oversaw a complete overhaul of all consumer and trade touchpoints.This included everything from consumer labels and packaging to a new eCommerce site to sell sheets and POP materials, all in an extremely compressed timeline.
Brand refined
We maintained the integrity of Dryft's original brand voice and product positioning while updating the color palette and fonts to create a more modern look that remained true to where the brand started. The goal was to improve overall legibility and shelf presence while maintaining our core values and vision. We wanted customers to recognize the Dryft brand at first glance and its fresh new look.
Modernized packaging
The directive was to capture a new, modern feel for a new, modern nicotine product. We wanted to emphasize the innovative technology behind Dryft and how it provides an alternative that is cleaner and safer than cigarettes. To achieve this goal, we focused on the science and technology aspect of the product, which provides a cleaner, safer, tobacco-free product. The results highlighted both the benefits of Dryft and its cutting-edge technology.
A complex site… FAST!
Dryft needed a rapid eCommerce solution that would allow them to compete with the more prominent players. We opted for a Magento build to achieve this and had the site running within three months. Several layers of age verification were implemented, regional selling options were configured, and custom subscription plans had to be created. This was all achieved within a tight timeline of fewer than three months.
The results
The plan from the start was to create a brand experience that would accurately reflect all of the unique scientific properties and tangible benefits of Dryft. This involved extensive research into consumer preferences, market trends, and competitor strategies. The idea was to make Dryft stand out amongst its peers in order to attract an acquisition partner who could help take it to the next level. After months of hard work and dedication, these efforts finally paid off when R J Reynolds stepped forward with an offer for a successful sale.
