I was approached to help launch a new networking company from scratch. Given only a ream of paper with all of the science and nutritional properties of a wonder plant from Africa, as well as the vision of a miracle juice that the client wanted to make with it, I was tasked with breaking down all of the science and background and create the brand messaging and Identity, as well as all launch creative design
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Pouring through all of the science I discovered several compounds that taking the first several letters of one and the last couple of another, together created a unique word 'Zija' that captured the essence of both area the plant is from and the mystic of the company. I then conceived the tagline – 'drink life in'' which proved to be a double entendre — 1. To drink all of the goodness in and 2. To drink in all life has to offer through financial freedom. The company had one of the fastest launches and continues to thrive and grow internationally.