BRAND: VITAHUSTLE BY KEVIN HART
position: DIRECTOR OF BRAND
VitaHustle was founded by Kevin Hart as a superfood nutrition brand, with its flagship product - The ONE, a new kind of nutrition shake that makes daily nutrition easy.
Upon it's conception, the brand style and messaging was very different from its core consumer. After lots of market research and comparison, the VH team realized the core consumer was predominantly millennial women, so VitaHustle tapped me to heLp execute a new brand identity that felt more like it fit in the marketplace and with it's consumers.
Step one of this process was to take the current VH brand, update the colors to be more palatable and ADA friendly, and have the creative be more consistent across channels.
BUILDING THE BRAND FOUNDATION
Prior to the rebrand, VitaHustle had no formal brand guidelines or source of truth. I led the creation of the company's first brand book, establishing the mission, values, positioning, personality, and tone of voice that now guide every customer touchpoint and creative decision.
