Through months of discovery with the GreenLight team, we uncovered their purpose as a company. More than simply delivering high-quality beverage mixes, they sought to use their gift of storytelling to recontextualize wellness. Unfortunately, in pockets of our culture today, status is often derived from material acquisitions rather than on authenticity and personal growth.
In addition, wellness isn’t a relatable subject for all consumers and many wellness brands are positioned as holy, unapproachable, and elitist. As such, we uncovered an opportunity in the marketplace to position GreenLight as an elevated streetwear brand with a deeper mission of encouraging wellness.