An In The Verdant Field client. Strategy and creative by me.
Name, trademark registration, brand and website
Ketone activation in a canMiDr1v3.
A science-backed metabolic performance drink that helps your body make its own ketones, no fasting required. It needed a brand as smart as the science behind it.
The real problem
MiDr1v3 had something most drinks on the shelf don't: real, peer-reviewed science. Its hero ingredient, (R)-1,3-butanediol, helps the body make its own ketones without fasting. But science doesn't sell itself. Explained badly, it sounds like a chemistry lesson. Explained loosely, it sounds like every other wellness claim.
What I noticed
The functional drinks aisle is full of promises. MiDr1v3 had proof. The brand had to make that proof feel human and easy to love, while keeping every claim honest.
The call I made
Lead with the science, but wrap it in a ritual. I built the brand around two drinks for two moments in the day: Nitro Coffee for clarity and activation, and Rooibos Tea for recovery and rest. People don't buy a molecule. They buy a better morning and a better night.
What I built
The name, then registering the trademark. The identity and the brand architecture, the brand story and the science narrative. Then the Shopify store with subscriptions, a blog, a Science Journal, a resource hub and an FAQ chatbot, plus the social channels. And a commercialization plan for manufacturing, pricing and distribution, built on the Vuka playbook.
The lesson
When you have real proof, don't shout it. Translate it into something people can feel.
The work
What I brought
- Naming
- Trademark registration
- Brand identity
- Brand architecture
- Science narrative
- Shopify website
- Content hub
- Commercialization plan