Brand Tone

Aspirational, empowering, straightforward, energetic, positive, educational, and transparent.

Brand Values

• •Health & Performance
• •Innovation & Disruption
• •Inclusivity
• •Convenience
• •Sustainability

Best Practices

• •Lead with 'Refreshing': Always frame the product as a hydrating and refreshing beverage first, and a protein supplement second. Use words like 'thirst-quenching,' 'light,' and 'crisp' to contrast with the heavy, dense perception of traditional protein drinks.
• •Focus on the 'Free-From' Proposition': Consistently highlight what the product *lacks*: zero sugar, zero carbs, dairy-free, and fat-free. This is a primary differentiator and a key purchasing driver for health-conscious consumers and those with dietary restrictions.
• •Use Empowering, Active Language': Employ action-oriented verbs and a motivational tone. Phrases like 'Fuel your day,' 'Power your performance,' and the brand's hashtag #GrabLife reinforce the idea that Vieve is a tool for achieving personal goals.
• •Champion the Consumer's Story': Incorporate user-generated content and testimonials into marketing copy. Frame the brand as a partner in the consumer's journey, whether they are a marathon runner, a busy parent, or someone focused on wellness. This builds community and social proof.
• •Keep it Clean and Clear': The copy should mirror the product itself—straightforward and transparent. Avoid overly complex jargon. The core message is simple: it’s a delicious water drink that contains the protein you need. Let that simplicity shine through in the writing.

Social Perception

Vieve is perceived as a premium, innovative, and effective functional beverage. Customers view it as a superior, refreshing, and high-quality alternative to traditional protein shakes, seeing it as a lifestyle product that supports fitness and wellness goals. The brand has built a loyal community and is seen as a reliable and trustworthy leader in its category.

Copy Examples

• •Your Recovery, Refreshed. Why settle for thick, milky shakes when you can have this? 20g of clean, collagen protein, zero sugar, and a taste that actually quenches your thirst. Power your recovery the clear way. #Vieve #ProteinWater #GrabLife #PostWorkoutFuel #DairyFree
• •Protein Without the Prep. Hydration Without the Sugar. Your active life just found its perfect partner.
• •Tired of the bloat from whey protein? You work hard for your goals, and your protein should work for you. Vieve is a water-based protein drink with 20g of easily-digestible collagen protein. All the gains, none of the dairy or sugar. Click to try our fan-favorite Strawberry & Rhubarb flavor!
• •My protein routine BEFORE vs. AFTER discovering Vieve. (Followed by '20g Protein. 0 Sugar. 0 Hassle.' on-screen text in a video concept)
• •Ditch the shaker. Meet your new favorite protein drink.