Brand positioning for a beverage start up

milk* set out to create strategic brand positioning for a beverage start up in the ready-to-drink tea category. I came up with the name Karoo, for the high planes of South Africa where the rooibos tea is harvested. I spun a mystical story and look for the brand playing off the magical health benefits of red tea. Karoo broke into the crowded ready-to-drink beverage category with premium space in Whole Foods. Exceeding its sales projection, Karoo quickly went through 90% of its stock having to refill its order of production.

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