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.
- Year · 2025Region · California, USAPractice · Atelier
01/Brief
What the client asked for.
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.
02/Approach
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.
03/Outcomes
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.
04/Artefacts
The real work.
05 / Credits + services
- 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
// Next case
Shango's Restaurant.
Positioned a Marbella restaurant for year-round local visibility and a younger audience.
2024