Work
BEVERAGE / ORGAIN
Orgain
BUILDING AN AUTHENTIC MASTERBRAND FROM THE GROUND UP
THE CHALLENGE Orgain began as a personal kitchen recipe created by its founder, Dr. Andrew Abraham, to aid in his own recovery from cancer. The challenge was to translate this deeply personal and authentic story into a scalable, organic "Masterbrand." This meant building a brand platform robust enough to move beyond a single health need and a few initial products into a dominant force in the competitive health and wellness space.
THE CREATIVE STRATEGY The brand-building strategy & design was instrumental in establishing Orgain as a leader in the nutrition space becoming the #1 plat-based protein powder and #1 organic ready-to-drink shake in the U.S., demonstrating the immense value of an authentic, story-driven Masterbrand strategy.
The success culminated in a majority stake acquisition by Nestlè Health Science in a deal that valued the company at approximately $2 billion in 2022.
THE RESULT The brand-building strategy was instrumental in establishing Orgain as a leader in the nutrition space. This success culminated in a majority stake acquisition by Nestlé Health Science in a deal that valued the company at approximately $2 billion in 2022.[4] The brand I helped build from the ground up became the #1 plant-based protein powder and #1 organic ready-to-drink shake in the U.S., demonstrating the immense value of an authentic, story-driven Masterbrand strategy.
