Veestro's Plant Based Rebrand
Graduating from a niche vegan-first brand to a top player in the plant-based food meal delivery space through an overall change in brand voice, aesthetic, and transition to Shopify 2.0
Goals
The brand had built a successful following around being vegan-first, but climbing CAC and reduced reach implied that it had saturated this audience. I came in to overhaul the brand image in an effort to open up the total addressable market and drop acquisition costs, while extending the overall LTV by leaning into value based messaging. We set out the following goals to track success by:
📈 Maintain/Increase LTV
LTV of the subscription was fairly healthy, so our aim in this rebrand was to avoid alienating the current customer base and keeping (or improving) LTV by ensuring they felt like we were still meeting their needs and the rebrand had no impact on the quality of the food being delivered.
💰 Reduce CAC
By expanding our messaging to being plant-based first, it allowed us to speak to an entirely new audience who had been interested in healthier meals but didn't want to go vegan. The goal here was to use these new messaging pillars to find cheaper customers through new audience targeting, and drop overall CAC.
Strategy
I studied our competitors and the industry as a whole to understand why customers were signing up to meal delievery plans, and what the benefits of plant-based eating does for ones diet. Using these learnings, I created key messaging pillars with my team internally as well as our agency partners to design an updated brand style guide that all content and the new website would be based on. We initially introduced these assets in controlled groups via paid, but after seeing great success with early tests, we rolled out the rebrand company-wide after 5 months of starting as VP.
Updated Brand Guide
Establishing a new brand style guide that outlined our voice, key value pillars, and updated aesthetic for all content to follow going forward. It also redefined our target audience and expanded the potential customer base by leaning in towards plant-based diets vs. being vegan centric.
Transition to Shopify 2.0 & New Website
Implementing CRO best practices, we transitioned off an old version of Shopify to 2.0 in an attempt to modernize the features we would be able to provide our users in managing their subscriptions or ordering from our e-commerce portal, as well as support the updated brand aesthetic that we had created.
Rebuilt Marketing Foundation
I overhauled all paid & organic channels with the new brand designs in both messaging & content itself. On top of this, all traffic was now sent to the new website for a better user experience. Finally, we added a new affiliate program and seeded PR/Influencers to reintroduce ourselves to the world, and our new audience we wanted to meet.
Results
60%
Drop in CAC
15%
Increase in Sitewide CVR
50%+
Increase in Engagement Rate
Within 3 months of launching the rebrand, we had seen a positive impact on two sides of the business. Current customers remained loyal and loved the new features on the website that allowed them to manage their subscription in more customizable ways, keeping LTV healthy. We also saw a drop in CAC from $300~ to $120 as our new audience had much healthier click & conversion rates from our media channels and benefitted from the conversion optimized flows.
