Brand identity pivot from supplier-focused to lifestyle-oriented in twelve weeks.
05/Premium beverage · D2C
KAV America.
Pivoted a premium beverage company from B2B supplier to lifestyle brand.
Project
- Year
- 2025
- Region
- California, USA
- Practice
- Atelier + Lab
What we shipped
Strategy
D2C and Amazon positioning, personas, and a twelve-month channel roadmap.
AI video
AI-generated lifestyle reels for the consumer pivot.
Credits
- Maria Volkova · creative direction
- Lumaé Atelier · positioning + voice
- Lumaé Lab · D2C analytics + Amazon
- Marketing + growth strategy
- Brand positioning + value proposition
- Customer research + journey mapping
- Creative + content strategy
- D2C + Amazon ecosystem
- KPI framework + channel mix
The brief
KAV America brought a strong product and years of B2B credibility. No clear direct-to-consumer growth system.
The asks: consumer positioning, D2C and Amazon expansion, Gen Z and millennial communication, and a brand pivot from supplier-focused to lifestyle.
What we did
- 01
Brand and market audit. Competitor mapping, channel benchmark, white-space analysis across premium beverage.
- 02
Customer personas and journey mapping. Three lifestyle segments defined around home café culture.
- 03
Repositioned at the intersection of premium indulgence and home café rituals. Functional mixes reframed as rituals, moments, everyday rewards.
- 04
Creative and content strategy. Media and channel roadmap sequenced for the first twelve months.
- 05
D2C and Amazon ecosystem planning. KPI framework with quarterly ROI forecasts.
What changed
Customer personas mapped end-to-end across discovery, ritual, and reorder phases.
Strategic foundation built for compounding growth across owned, earned, and paid channels.