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JARED MONTGOMERY | Brand Strategist

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SCENARIO

Lame is a fiber supplement brand founded in 2023 by UVA Darden School of Business alumni Taylor Vest.

Our team was tasked with developing and defining the Lame brand and provide early creative ideas to introduce the brand to the world.

  • Metamucil-logo.png
    M_benefiber_logo.avif

    Rigid Format

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    Versatile Format

    myyayday_logo.jpeg

    Immediate Relief

    Overall Wellness

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    Lame Brand Book [FULL_Final].png

  • Brand Purpose

    Our purpose is to promote healthy living as an easy simple part of one’s daily life.

      

    As a soluble sunfiber, Lame seamlessly provides numerous benefits without any notice.

    Brand Values

    Efficiency

    Adaptability

    Quality

    Education

    Tone + Feel

    Tone: A no-brainer, Easy Going, Realistic, Refreshing, Candid, and Empowering

    ​

    Feel: Like you could’ve been doing this all along

    Target + Desired Outcome

    Target: Those looking for effortless ways to improve their life


    Desired Outcome: Turn “New Sceptics” into “Good decision makers”

  • Lame Brand Book [FULL_Final] copy.png
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    Lame Brand Book [FULL_Final] copy 2.png
    Lame Brand Book [FULL_Final] copy 4.png
    Lame Brand Book [FULL_Final] copy.png
    Lame Brand Book [FULL_Final] (1).png

  • Brand Purpose

    Our purpose is to promote healthy living as an easy simple part of one’s daily life.

      

    As a soluble sunfiber, Lame seamlessly provides numerous benefits without any notice.

    Brand Values

    Efficiency

    Adaptability

    Quality

    Education

    Tone + Feel

    Tone: A no-brainer, Easy Going, Realistic, Refreshing, Candid, and Empowering

    ​

    Feel: Like you could’ve been doing this all along

    Target + Desired Outcome

    Target: Those looking for effortless ways to improve their life


    Desired Outcome: Turn “New Sceptics” into “Good decision makers”

  • Lame Brand Book [FULL_Final] copy.png
    Lame Brand Book [FULL_Final] copy 3.png
    Lame Brand Book [FULL_Final] copy 2.png
    Lame Brand Book [FULL_Final] copy 4.png
    Lame Brand Book [FULL_Final] copy.png
    Lame Brand Book [FULL_Final] (1).png

STORY

Lame is an unknown product in a market that is either boring to consumers or saturated with celebrity brands.

We learned that people are overwhelmed with the extremes they are told to go to in order to be "healthy". Thay finding along with the provocative "Lame" brand name led our branding decisions.

OPPORTUNITY LINE

Make taking Lame the boring yet easy way to get healthier without changing one's routine.

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Lame is a fiber supplement brand founded in 2023 by UVA Darden School of Business alumni Taylor Vest.

TASK:  Develop and Define the Lame brand and provide early creative ideas to introduce the brand to the world.

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OPPORTUNITY LINE

Make taking Lame the boring yet easy way to get healthier without changing one's routine

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Lame Brand Book [FULL_Final] copy 3_edited.png
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Juice Laundry

Corner Juice

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Once customer's have followed Lame social media and given their emails, they will receive monthly newsletter full of fiber information, easy recipe's using the product, and other brand information. 

Once Lame's social media following starts to build, more content will be released to keep the community engaged while building digital credibility.

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Finally customers can navigate to the website to purchase the product, look into future offerings, and learn more about the brand.

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BRAND LAUNCH

To introduce Lame to the world, we decided it'd be best to capitalize on regional currency by introducing the product physically at UVA juice/smoothie shops (Lame Founder Taylor's alma mater)

Upon entrance, customer's will be offered the chance to "make it Lame" meaning adding Lame to their smoothie or juice. Customers can then submit their email and scan to access Lame social media.

Goal: To build a strong foundation that can create a social media following and an email list to communicate messages, promotions, and products digitally.

Full User Journey

Physical

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Digital

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Ecommerce

reagan.png
  • Metamucil-logo.png
    M_benefiber_logo.avif

    Rigid Format

    58QAjdhNJugZTf5lHxolXsEgpSg1723178561675_200x200.png

    Versatile Format

    myyayday_logo.jpeg

    Immediate Relief

    Overall Wellness

    153e54a8ae024bfe692890d701ec8470.w600.h600._RO299,1,0,0,0,0,0,0,0,0,15_FMpng_.png
    Lame Brand Book [FULL_Final].png

    Brand Positioning

  • Brand Purpose

    Our purpose is to promote healthy living as an easy simple part of one’s daily life.

      

    As a soluble sunfiber, Lame seamlessly provides numerous benefits without any notice.

    Brand Values

    Efficiency

    Adaptability

    Quality

    Education

    Tone + Feel

    Tone: A no-brainer, Easy Going, Realistic, Refreshing, Candid, and Empowering

    ​

    Feel: Like you could’ve been doing this all along

    Target + Desired Outcome

    Target: Those looking for effortless ways to improve their life


    Desired Outcome: Turn “New Sceptics” into “Good decision makers”

  • Lame Brand Book [FULL_Final] copy.png
    Lame Brand Book [FULL_Final] copy 3.png
    Lame Brand Book [FULL_Final] copy 2.png
    Lame Brand Book [FULL_Final] copy 4.png
    Lame Brand Book [FULL_Final] copy.png
    Lame Brand Book [FULL_Final] (1).png
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