Projects – BE ALFA 9

branding

MEGenzymes is a company founded by a trio of scientists with a deep passion for healthy nutrition and science. This passion led to the creation of a new superfood product—an innovative blend of fermented alfalfa sprouts using selected strains of lactic acid bacteria. This product addresses the needs of health-conscious individuals seeking support for muscle recovery and maintaining optimal cholesterol levels.

Our task was to develop a brand that was as innovative and thoughtfully crafted as the product itself. Our holistic approach and communication strategy aimed to create a cohesive and meticulously refined brand down to the smallest details.

We had the pleasure of working on every aspect of the brand, starting from creating the name, which carries a promise of quality and efficiency, through developing the key visual that captures the essence of the product, to crafting a communication strategy aimed at reaching the health-conscious consumer.

Our team also engaged in producing promotional videos, wrapping everything into a compelling and aesthetically cohesive image. Each stage was an opportunity for us to showcase our creativity and refine the brand to establish it as a leader in the superfoods category. But let's start from the beginning...

MY NAME IS...

The name Alfa9 for the superfoods product is symbolic and thoughtfully crafted to convey the values and strengths of the product. "Alfa" is the first letter of the Greek alphabet, associated with being a leader and a pioneer. The number "9" in the name refers to the nine essential amino acids contained in the product. These amino acids are crucial for protein synthesis in the body and are not produced naturally, making them an important dietary component.

Additionally, the phrase "powered by MEGenzymes" is an intelligent wordplay that highlights the lyophilization process, which helps preserve the high quality and nutritional value of the alfalfa sprouts—the main ingredient of the product. This detail in the name also emphasizes the technological advancement and scientific approach to production, drawing attention to MEGenzymes as a source of innovation and a guarantor of quality.

As a result, Alfa9 stands out as a brand that symbolizes leadership in the superfoods category while focusing on essential nutritional elements, such as amino acids. Aiming at confident individuals, the brand communicates strength, health, and advancement, while simultaneously building trust in the product and the company behind it.

GENESIS

The Alfa9 logo features a fluid and organic combination of the letter "A" shape with the delicate lines of an alfalfa flower, reflecting the product's naturalness and effectiveness. The design of the letter "A" is crafted to resemble a blooming alfalfa flower in its inner part, symbolizing growth and renewal. The use of green emphasizes the organic nature of the product.

BRANDING

The Alfa9 packaging, featuring a white background, highlights the color accents of energetic green and fresh orange, symbolizing the two main flavor variants of the product—fruit and vegetable. Each box contains 28 sachets, evenly divided between both flavors. We ensured that the benefits of Alfa9 are evident not only in taste but also visually. A series of hand-drawn illustrations and a professional photoshoot of the alfalfa sprouts, which are the key ingredient of our product, emphasize its natural origin and highest quality.

We also kept practicality in mind—thanks to intuitive iconography, customers can easily learn how to use Alfa9 sachets to enhance their meals with nutritional value and aromatic flavors. All of this makes Alfa9 not only a superfood that supports health but also an aesthetically pleasing and easy-to-use addition to a daily diet. The division of the product into sachets provides a convenient and enjoyable way to dose the product while maintaining the freshness of the blend.

Strategic Directions

SkutThe effectiveness of Alfa9's marketing efforts is based on a well-thought-out marketing strategy that includes a thorough analysis of the product, market, and target audience profile. We identified two main consumer personas—The Healer and The Pragmatist—which allowed us to tailor our marketing messages to their expectations and needs.

We developed two distinct yet cohesive communication lines for the Alfa9 product. For the Pragmatist Active, we created a campaign with a strong and direct message, focusing on the specific benefits of the product and visible results, encapsulated by the slogan "Healthily Mixed." In this campaign, we emphasize the practical value of the product and its effectiveness.

On the other hand, in the campaign targeted at the Healer archetype, we adopted a gentler, nature-oriented approach. Here, our message focuses on overall well-being and health benefits for the whole family, resonating with the slogan "Let Health Sprout." This campaign aims to highlight Alfa9's holistic impact on health and the natural beauty of life, which is particularly important for those seeking products that support overall wellness.

Both campaigns, although different in terms of messaging and aesthetics, share a common goal—showcasing the unique properties of Alfa9 and its role in promoting a healthy lifestyle. As a result, whether our client is looking for solid, practical solutions or striving for a life in greater harmony with nature, our marketing efforts are tailored to meet their needs.

SOCIAL MEDIA CAMPAIGN

As part of our comprehensive efforts for the Alfa9 brand, in addition to developing marketing strategies and content, we also took on the management of the brand's communication on social media. We created engaging social media posts tailored to our audience's profile and reflecting the brand's values.

The next phase of our collaboration involved distributing PR packages. We ensured that these packages were not only aesthetically designed and consistent with the brand's image but also filled with materials that provided valuable and educational content. In addition to organic efforts, we also focused on paid online advertisements (ads).

In summary, our collaboration with Alfa9 encompassed a comprehensive approach to marketing communication—from content creation to managing distribution and promotion channels. Our efforts resulted in over 2 million views.

MILLION
VIEWS

WEBSITE - ONLINE STORE

Our task was to oversee the progress of the product's website. We are responsible for both the graphic design and the content.

COPYWRITING

We also developed a rich series of articles for the Alfa9 blog, aimed not only at showcasing the benefits of the product but also serving as a guide to a healthy lifestyle. The blog features content tailored to pragmatic audiences who value specific, practical advice and data, as well as articles directed at those identifying with the Healer archetype, seeking a holistic approach to health and well-being. We carefully select topics and language to ensure that every reader finds something of interest. Our commitment to creating content for Alfa9 goes beyond just articles.

INTERVIEWS

We took a camera to the laboratory where Alfa9 was designed and asked the MEGenzymes team a series of key questions regarding both their operations and the product's characteristics. On the website, we featured a series of interviews with the scientific trio behind MEGenzymes—Dr. Małgorzata Zakłos-Szyda, Dr. Edyta Gendaszewska-Darmach, and Professor Grażyna Budryn. The presented videos, based on a conversational format, allow viewers to delve into the history of the Alfa9 product as well as the MEGenzymes company itself.

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