Project Overview

Verve Sano is a Colombian brand specializing in artisanal fermented foods that merge traditional Colombian flavors with modern wellness trends. As Creative Director, I led the conceptualization and execution of the marketing plan, focusing on delivering cohesive branding, engaging content, and impactful creative strategies to elevate the brand’s visibility and resonate with its health-conscious audience.

The plan capitalized on the global growth of the fermented food market, with strategic emphasis on Verve Sano’s authentic, sustainable offerings and potential for international expansion. The marketing challenges were tackled creatively to boost brand awareness, educate consumers, and drive digital engagement.

Creative Direction Highlights

1. Brand Identity Development

   1. Logo Design: A vibrant and meaningful logo integrating icons such as a fermentation jar and fresh produce, reflecting Verve Sano’s commitment to health, sustainability, and artisanal quality.

   2. Color Palette: Earthy greens paired with accents like russet and saffron were chosen to represent freshness, health, and natural authenticity.

   3. Typography: Modern serif and decorative fonts combined sophistication with cultural vibrancy, aligning with the brand’s ethos.

   
   

2. Creative Solutions for Marketing Challenges

   1. Limited Brand Awareness

      1. Solution: Developed a cohesive visual identity to stand out in Colombia’s artisanal food market.

      2. Tactics:

      3. Designed engaging digital campaigns such as “Fermentation Fridays” for Instagram and Facebook.

      4. Partnered with influencers for authentic product endorsements.

      5. Produced visually appealing content, including infographics and videos on fermentation benefits.

   
   

3. Consumer Education

   1. Solution: Created relatable, data-backed educational materials to demystify probiotics and fermented foods.

   2. Tactics:

   3. Wrote blogs such as “The Power of Probiotics” and “From Colombia to Your Table,” combining storytelling with scientific insights.

   4. Designed brochures for events, pairing vibrant visuals with easy-to-digest information about health benefits.

   
   

4. Digital Gaps

   1. Solution: Optimized the website for mobile navigation, improved UX, and designed intuitive e-commerce layouts.

   2. Tactics: Created an interactive “Find Your Flavour” quiz to personalize user experiences.

   3. Highlighted curated product bundles and subscription services with clean, appealing designs.

Integrated Marketing Campaign (IMC)

Strategies Implemented

• Social Media & Influencer Marketing:

• Developed the #VerveSanoVibes campaign to encourage user-generated content.

• Organized live sessions with wellness influencers to educate audiences.

• Experiential Marketing:

• Designed pop-up events titled “Taste the Tradition” for farmers’ markets and expos, combining product sampling with immersive brand storytelling.

• Email Campaigns:

• Created bi-weekly newsletters with recipes, promotions, and brand updates, supported by eye-catching designs.

• Visual Content:

• Designed infographics and short videos showcasing the brand’s sustainability efforts and fermentation process.

Key Achievements as Creative Director

1. Innovative Product Promotions

   1. Conceptualized seasonal product campaigns like “Tropical Holiday Kombucha” and “New Year Gut Reset” with themed designs to boost engagement.

   
   

2. Digital Branding Enhancements

   1. Oversaw the creation of a seamless e-commerce experience with a user-centric interface.

   2. Ensured all visuals adhered to a cohesive design language, enhancing brand recall.

   
   

3. Educational Content Creation

   1. Designed and produced blogs, brochures, and infographics that translated complex health information into relatable narratives.

   
   

4. Event Design

   1. Led the design of booths, sampling materials, and event branding for maximum consumer impact.

Outcome

The marketing plan, driven by strategic creative direction, positioned Verve Sano as a standout brand in Colombia’s growing fermented food market.

• Increased Awareness: Digital campaigns boosted website traffic by 15% and improved social media engagement rates to 4%.

• Consumer Engagement: Achieved 250+ newsletter sign-ups and positive feedback from events and digital quizzes.

• Brand Differentiation: The cohesive visual identity and storytelling approach distinguished Verve Sano in a competitive market.

Conclusion

Through innovative creative direction, I helped Verve Sano connect its authentic heritage with modern wellness trends. By emphasizing engaging visuals, storytelling, and consumer education, the brand not only gained recognition in its local market but also laid the foundation for international expansion. This project reflects the power of strategic creativity in building a resonant and impactful brand identity.