Me & The Bees

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The Problem:

HOW DO WE AGE UP AND ACCESS AN OLDER DEMOGRAPHIC AS A BRAND THAT WAS CHILDREN FOCUSED

As the strategist for my team, I had the privilege of working with Me & The Bees, a company with a unique origin story. Founded by a young child who championed sustainability and social responsibility, Me & The Bees faced the challenge of transitioning its brand identity to resonate with a new generation of consumers as its founder embarked on her college journey. My role in the project was to devise a strategy to introduce Me & The Bees to the Gen Z and college student market through an experiential event.

TANYAH THE STRATEGIST

Delving deep into emerging drink trends among Gen Z, I discovered a significant shift towards non-alcoholic beverages, driven by a desire for healthier lifestyles and conscious consumption. Recognizing this growing demand, I crafted a concept that positioned Me & The Bees as a brand offering health-conscious and flavorful alternatives.

Through art direction, I collaborated closely with our creative team to develop high-level mockups that visually communicated the essence of the brand and the experiential event. Utilizing both handcrafted designs and digital renderings by Midjourney, we brought the concept to life in a compelling and immersive way.

The experiential event served as a platform to showcase Me & The Bees' commitment to sustainability, community engagement, and empowering student leaders. By curating interactive activities, incorporating educational elements, and leveraging partnerships with college organizations, we created an engaging and memorable experience that resonated with our target audience.

Through strategic messaging and branding, we highlighted the brand's evolution while staying true to its core values, ultimately positioning Me & The Bees as a relevant and aspirational choice for Gen Z and college students seeking authentic, health-conscious beverage options.