Repositioning Tsamma as Nature's Perfect Form of Hydration
Brand Identity, Packaging Design, Go-to-Market Strategy, Photography, Clothing Design, Digital MarketingRecognizing the untapped potential of watermelon in the functional beverage space, Frey Farms engaged our creative agency, Ajnci, to lead a comprehensive rebrand of Tsamma. We transformed their authentic, farm-to-bottle product into a scalable, modern lifestyle brand. Through strategic branding, dynamic design, and targeted marketing activations, we disrupted the crowded sports drink market, elevated Tsamma's retail shelf presence, and drove exponential revenue growth across multiple national channels.
CHALLENGE
Despite strong product credentials and a unique vertically integrated agricultural advantage, Tsamma’s initial launch suffered from flawed execution, cluttered messaging, and a high cost of goods. The brand required a clearer, more contemporary identity to stand out in the hyper-competitive hydration and "better-for-you" beverage market. The core challenge for Ajnci was to seamlessly translate Tsamma's regional, farm-based authenticity into a premium, scalable national brand that clearly communicated its functional health benefits as "nature's perfect form of hydration" to a target demographic of active adults.
RESULTS
The comprehensive rebrand by Ajnci successfully transformed Tsamma from an agricultural offshoot into a differentiated, innovation-led beverage platform positioned for national scale. By aligning the brand's aesthetic with its functional health benefits, our strategic repositioning yielded remarkable financial and operational success. Tsamma achieved 79% revenue growth in 2018, alongside significantly improved margins—driven by manufacturing efficiencies that cut freight costs in half and reduced bottling costs from $0.58 to $0.16 per unit.
The brand secured massive retail and foodservice expansion into thousands of locations including Subway, Chipotle, Walmart, Publix, and Aldi. Store tests demonstrated sales of six to nine bottles per store daily, all completely incremental to consumers' existing beverage purchases. Furthermore, our creative launch of fresh-pour Agua Fresca pilot formats unlocked substantial new revenue streams, averaging over 50 daily transactions per location and projecting a staggering $27 million in 2019 sales. Ajnci's expertise seamlessly bridged the gap between farm-fresh authenticity and modern consumer appeal, turning a flawed initial rollout into a highly profitable, national success story.
Tsamma Watermelon Juice (by Frey Farms) is a vertically integrated, farm-to-bottle brand that produces cold-pressed watermelon juice. Founded by Sarah Frey, the company leverages its agricultural roots as the nation's largest grower of watermelons to create a clean, plant-based, and functional alternative to traditional sports drinks. Rich in Potassium, Lycopene, and L-Citrulline, Tsamma is dedicated to providing natural, rapid hydration for active lifestyles.
APPROACH
BRANDING
We initiated a strategic brand refresh to redefine Tsamma as an artisanal, functional hydration choice for active lifestyles. Our messaging shifted the focus toward purity, cold-pressed processing, and naturally occurring performance benefits rather than artificial enhancements. This grounded the brand in its "homegrown hydration" roots while perfectly aligning with clean-label and wellness-driven consumer trends.
APPROACH
DESIGN
Our design approach centered on creating a clean, energetic, and modern visual system that placed the watermelon at the very heart of the brand story. We developed a cohesive aesthetic that seamlessly merged the agricultural authenticity of Frey Farms with the sleek, high-performance look expected by modern fitness enthusiasts, ensuring the brand felt both farm-fresh and highly athletic.
APPROACH
PACKAGING
To support both ergonomics and retail merchandising, we introduced a new, sleek, slim bottle format. This updated structure was easier for athletes to hold during workouts, fit more efficiently in coolers, and improved shelf density. We wrapped the bottle in a vibrant, full-wrap label that enveloped the new logo within a bold watermelon visual, creating instant product recognition and establishing a scalable system for new SKUs like the Coconut Water Blend and Agua Frescas.
APPROACH
PHOTOGRAPHY
To provide vital context for the brand's strong visuals, we directed comprehensive photography sessions that captured the essence of the Tsamma lifestyle. We shot vibrant, high-energy imagery featuring athletes rehydrating post-workout, bright beach and pool scenes with the product, and macro shots of the farm-fresh ingredients like glistening watermelon slices and ice. These robust visual assets anchored the brand's intersection of natural agriculture and premium athletic performance.
APPROACH
DIGITAL MEDIA
Our digital execution employed a targeted, data-driven approach to capture market share and drive foot traffic to retail partners. We launched comprehensive Pay-Per-Click (PPC) and targeted paid social media campaigns across Facebook, Instagram, and Snapchat. This was amplified by partnering with 20 local influencers per major market to create co-branded content, alongside deploying digital coupons with zip-code tracking to seamlessly bridge online awareness with in-store purchases.
APPROACH
CLOTHING
Recognizing the power of lifestyle merchandising, we designed custom branded apparel to turn consumers and brand ambassadors into walking billboards. We produced fun, culturally relevant "Home Slice" t-shirts featuring a splashing watermelon graphic, alongside sleek athletic wear and bright green ambassador uniforms. These wearable assets were heavily utilized at 5K races, fitness festivals, and in-studio sampling sessions to build community and grassroots loyalty.