A new superfruit

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Squeezing the juice out of a brand

Nomsi branding & marketing

Pacific Fruit & Beverage needed a complete rebrand their vitamin-rich calamansi beverage from the Philippines. But first, we had to figure out just what calamansi was and what it tasted like. We tried it, enjoyed it, and enthusiastically signed on.

Like us, most consumers have never heard of calamansi fruit and its unique flavor. We positioned it as a cross between a lime and an orange—and had some fun that it’s neither. Then we gave the drink a quirky and memorial portmanteau: Nomsi. The entire brand system was redesigned—identity, packaging, point-of-sale, advertising, and website.