DTC to launch – Brand Identity & Packaging Design
An innovative veggie-forward smoothie mixes that taste delicious, Switchback initially launched with a DTC (direct-to-consumer) go-to-market strategy. Seedhouse crafted the brand strategy to stand out from other greens powders and capture a male consumer who was looking to get more fruits and vegetables in their diet, but wanted a convenient and whole food product. We found a compelling name, and designed the packaging to create an engaging and attitudinal challenger to get the attention of guys who didn’t want to clean a blender, let alone eat their veggies!
Overview
Client: Switchback
Delivered: Brand Strategy, Logo Design, Packaging Design, Brand Messaging, Updated Packaging Design, Photography, Illustration.
Challenge: Growing from DTC to Retail
Eventually, Switchback was ready to expand beyond direct-to-consumer (DTC) sales and take on retail shelves. While their online presence allowed for storytelling and engagement, the in-store environment presented new challenges—standing out in a crowded, competitive space and communicating their unique value proposition in seconds. The Switchback packaging had to work much harder to convey what the product is and how it might taste. Because the packaging has to work harder on shelf, we went bolder – loudly selling big veggie/fruit flavor.
Creating a Category
To prepare Switchback for retail, Seedhouse took a multi-faceted approach that amplified the brand’s essence while optimizing for the fast-paced, high-stakes retail environment. And it had to explain what it was – because they were the first-to-market with this product innovation! Our key strategies included:
- Bolder, Louder Flavor – The DTC design was compelling, but we pushed it further for retail. We increased color, added fruit & veggie photography and maximized shelf visibility.
- Clear and Engaging Brand Messaging – Consumers don’t have time to decode messaging while browsing. We crafted succinct, punchy copy that quickly communicated Switchback’s core benefits: veggie-forward greens smoothies.
Ready to Roar
With its refreshed packaging and retail-ready messaging, Switchback made an undeniable impact as the brand was embraced by national natural retailers. The brand’s distinct visual identity and unapologetic voice positioned it as a standout helping to create a smoothie mix category or expand the greens powder mix category; Switchback proves that strategic design and messaging can launch a brand and then make the leap from DTC to retail not just smooth—but downright powerful. Go get ‘em, tiger!
