Pressed Juicery was in rapid expansion from the west coast to 100% of the U.S. The PE investors brought me in to help translate this CA brand and make it more approachable and accessible to more people, while holding on to its leadership and caché. I collaborated cross functionally to translate the brand as it expanded into areas that were not part of the west coast “cult of health”.

Pressed products (primarily Juices and Freeze, a fro-yo-like juice dessert) were positioned as “Better for you” choices rather than “Cleanses”. Digital was redesigned to make it easier to buy. Up until that point e-commerce was rigid, only permitting online purchase of pre-set cleanses. If you just wanted ten bottles of one juice, there was no way to buy that! We also overhauled e-commerce, connecting it to mobile-on-demand delivery, Amazon, and our own retail POS, which enabled pre-pay subscription membership. Now the loyal got even more and bought even more because of subscription pricing (25% off).

We created products to meet user “day parts” and expanded the product mix at retail to include snacks and add-ins. “Freeze”, our most accessible product (like fro-yo), was placed front and center as an embellished sundae (and breakfast bowl). We also created “news” utilizing a “fast fashion” model for limited edition and seasonal flavors including a collaboration with Vogue. Awareness was built through earned and owned media.