During this time, the beverage industry was being disrupted both by several billion-dollar mergers and corporations fighting to preserve their legacies. Not only was Res Publica Group charged with developing a communications strategy, but also crafting a new, proprietary name, designing a unique visual identity and international reputation for the Breakthru brand. With thousands of brands established in the industry, our task was more complex than picking a name and color scheme.
Part of the strategy included planning for legal or business challenges. Within weeks, a large client dropped the new brand. Rather than react impulsively, our protocols enabled us to to protect the new brand from a negative media cycle and potentially costly business impacts. Today, the story of Breakthru Beverage Group is one of growth and innovation.