Instagram Re-Branding for Superfood Co.

Rebranding existing Instagram profile for a more professional, polished

online presence.
It’s not always enough to just keep up with social media and post daily, social media users
now expect a polished brand presence, even from startups or small “mom & pop” businesses.

Problem: Rebrand existing social media accounts to create a polished, professional look
that appeals to the client’s ideal customer persona. The owner of the company was running
the profiles on his own, in addition to managing all aspects of the business. This resulted in
long lapses between posts, and imagery that didn't make sense with the company’s mission or
drive sales.

Context: Highlove Vitality is a superfood company with a powdered herbal supplement that
can be added to smoothies, drank straight, blended with coffee, or used as a spice blend
while cooking.

The herbs in the powdered formula are thought to enhance libido & support the adrenal
system. The company also markets their product with interactive “Elixir Lounge” spaces at
music festivals where they vend their herbal elixirs.

The challenge was to communicate the benefits of the herbal blend within the guidelines of
the FTC & FDA, and to promote their presence at music festivals to drive more drink sales.

Solution: Our first task was to begin rebranding the look of their Instagram profile to appeal
to their target audience.

Tactics: We first did an exercise to determine their ideal customer persona using data from
their Instagram analytics and market research.

We decided on a bright, airy, light color scheme with occasional product shots & imagery from
their Elixir Lounge installations. Bright white color schemes consistently out perform darker
themes on Instagram, so we decided to start there.

Before the rebrand, the account was a mix of information about herbs, photos of attractive
people drinking from mugs, and a smattering of images from their festival installations.

I began by shooting new photographs with their product & ingredients, and scheduling them
to their Instagram account. These product/ingredient shots were interspersed with more
“lifestyle” posts.

Most users on Instagram go to a profile overview when deciding whether to follow an account,
and scroll through quickly to see if the aesthetics of their images are something that interests
them.
This makes it important to have the images
in your profile look cohesive & consistent
from the overview perspective shown in the
figure to the right. The images on the right,
after 1 week, all “match” with their bright
look ,and match the color scheme we
selected (white, taupe & green, colors
selected from the product packaging).

Once a base of content was established, we

began working in imagery from their festival
installations to begin promoting for their
next event.

Return: Re-branding results can be hard to quantify, especially in this case. The company
made the switch to a business profile on Instagram only once we began working together. This
means we did not have analytics prior to the rebranding.

In the 3 months since the rebranding, they are still seeing week over week improvement in
their profile’s reach, engagement, and likes. The screenshots below show the profile’s week
over week improvement as of May 17, 2017 while still under my management.