LIVA DATE SUGAR

LAUNCHING WITH A SWEET PURPOSE

I partnered with LIVA to build a natural sweetener brand from the ground up, working with a passionate female entrepreneur to introduce a premium sugar alternative to a category dominated by coconut sugar and agave. The challenge was creating a lifestyle brand that could connect emotionally with consumers while educating them about an unfamiliar product.

This wasn't just a packaging project. I led the complete brand development including naming, strategy, visual identity, packaging, point of sale materials, and investor presentations. Working closely with digital marketing and PR partners, I ensured consistency across every channel while supporting the founder through leadership transitions and business planning that sustained long-term momentum.

The Challenge

LIVA needed to educate both Canadian and U.S. audiences on the unique value of date sugar while standing out in a crowded wellness category. The product had to signal trust and premium quality while feeling emotionally resonant and culturally relevant.

The brand was launching when consumers were shifting toward simplicity, transparency, and values-driven storytelling. The challenge wasn't just about landing on shelves but creating a lifestyle brand people could connect with authentically.

  • Naming and Brand Strategy

    I ran naming workshops with the founder to develop LIVA, a name rooted in vitality and natural sweetness. From there, I crafted the tagline "Life is sweet" with supporting lines like "Sweetly yours" and "Make life sweeter, naturally." These phrases became foundational to expressing the brand purpose: making sweet treats inclusive to all, and doing it with the health of all in mind as well as the sustainability of the planet.

    Visual Identity and Packaging

    The design needed to balance premium cues with warmth. I created a clean, feminine system using soft pinks, warm whites, and hints of metallics that offered emotional depth without losing clarity on shelf. The result felt modern, elevated, and magically transformative.

    Marketing Toolkit and Activation

    I built a comprehensive suite of brand tools including sales kits, PR materials, trade show assets, and Instagram content. The campaign invited audiences to reflect on "When was life a little sweeter for you?" transforming the brand into an experience rather than just a product.

    Creative and Business Stewardship

    As the brand grew, I expanded my role to offer strategic counsel on partner evaluations, investor relations, and marketing hires. My job wasn't just design but acting as a creative partner and business ally to ensure brand integrity through key growth moments.

  • LIVA launched in Canada and the U.S. with a premium brand identity that stood apart in the wellness space. Packaging and storytelling helped secure early listings and investor interest, while PR and social campaigns deepened audience engagement and shaped the brand's online voice.

    The founder gained clarity and confidence as I aligned creative and business decisions throughout the growth process. LIVA now stands as a scalable, trusted platform ready to expand across retail and lifestyle categories.

Back