Austin, tx
Plift Beverages
Co-founders Todd Harris and Glenn McElfresh wanted a great tasting, low-calorie, better-for-you alternative to alcohol. So they made it. Then they came to Receptor Brands where I conceived the Plift brand name, story, strategic positioning, brand voice, and more.
Plift is the elevated way to unwind — high on taste, low on calories, and consistently dosed. It's the hemp-infused pick-me-up beverage for everyone, and fits as naturally in your local grocery store as it does on the dispensary shelf.
RESPONSIBILITIES:
- Strategic & Creative Direction
- Brand Name & Positioning
- Customer Journey Mapping
- Story Development
- Brand Book
- Investor Materials
- Sales Enablement Materials
- Go-To-Market Strategy & Deliverables
- Content Strategy & Production
- Presentation Design & Template
- Social Content
- Website Copy
Brand Book Excerpts
The founders' spirit of inclusion is captured in "All that's missing is U" while the overall wellness benefit of smoke-free hemp is conveyed in "Treat yourself. Better."
Plift chose the familiar beverage format consumers already enjoy, made it better with cannabinoids, and made it premium with great taste, fewer calories, and less sugar.
Carefully articulated Voice & Tone guidelines played up definitive traits and steered clear of potential trademark issues. A set of helpful DOs and DON'Ts made these guidelines easy to implement amidst the hustle of sales and marketing resources.