Roxii started with a simple idea: create a delicious, better-for-you ritual that fits effortlessly into everyday life. Our job was to turn that idea into a brand people would want to grab, share and make their own.
We started with people. Audience research, social listening and persona development revealed an opportunity at the intersection of cold-drink culture, craveable ingredients and share-worthy rituals. Those insights shaped everything, from the name Roxii to a personality built to pop in the freezer aisle and feel right at home in the feed.
From insight to irresistible.
We made Roxii impossible to ignore: bold color, expressive photography, playful packaging and a sassy voice with plenty of personality. Formative testing helped us refine how the brand should look, sound and show up, creating an identity designed to work just as hard on shelf as it did on social.
Then we made Roxii impossible to miss.
Naming. Brand platform. Packaging. Retail. Social. Experiential. We built a flexible launch system that could show up wherever Roxii’s audience did, from the grocery aisle to the Instagram feed to a StarCycle pop-up that put the product directly into people’s hands.
Every touchpoint worked together to make Roxii feel like more than another new product.
It became a whole vibe in the freezer aisle.
A distinctive identity. A cohesive brand world. And everything Roxii needed to make a splash across retail, social and real life.
