Enter phade, with “pha” leading right at the front. The name evokes the greater lifestyle and planetary benefits without being tied to the specific form of the first product: a straw. A name positioned to make waves in foodservice.
There’s green, then there’s greenwashing. phade needed a color that evoked its ocean-friendly benefits in a new, energetic way. phade blue became the color of the straw – and the phade movement.
The full brand aesthetics added rich context to highlight the idea of fading away, wherever the straws may end up. Since the brand was launched in tandem with product development, early messaging implied the brand essence without showing the product itself.
We soon translated the fully-fleshed brand into a robust digital presence with e-commerce capabilities. Layering in community social management and paid advertisements to increase trial and purchases.
Built a new Facebook business page that gained 3,500 followers in 2 months using a successful paid growth campaign
Reached 576,000 individuals, generated 68K clicks and drove a 7.53% engagement rate
Launched a 5-day paid awareness-building YouTube campaign resulting in a 22.73% view rate with over 8,800 completed views and 510 clicks
Set up and ran a Google Search campaign with a 6% click-through rate, resulting in 55% of web traffic and 40% of total conversions
“NK has been instrumental in the creation and launch of the phade brand. Their team has leveraged deep insights within the Foodservice industry to develop a winning strategy and compelling creative to launch the phade brand and set it up for long term success. Their work has enhanced and supported our sales and marketing strategies when we launched the brand in 2020 and I would recommend the NK team to any company looking to launch a brand in this industry.”