ONE ROQ Spirits (ONEROQClub.com) is an internal investment addressing the 1.4T global beverage alcohol industry. The basis of this investment was the absence of an American offering within the 'premium, high-end' segment of the vodka market - the most valuable segment based on growth and historical acquisition trend.
We commenced with development of the "ONE ROQ" brand and IP ‘formulated’ to inspire notions of individual strength and self-reliance.
We chose a modern, stately design that maximizes brand real estate on the bottle, as well the shelf. The label features a double pane, metalized border with colored foil embossing heightening the quality and detail. The label rides on a custom designed, all-white, acid finished bottle with natural cork and PVC tempered capsule with colored draw tab.
Naming and positioning strategy was selected based on the visual and auditory value the name brought to the category. In addition we also used early indicators in cultural shifts - namely, the departure from mass-produced brands to the embrace of craft, independent brands - to anticipate and allow for future pivots in strategy.
Post-ceding beta testing performed in select markets, we were tasked with developing major strategic business model adjustments in response to industry barriers and rapid cultural transformations accelerated by the Global Pandemic.
Since transition, ONE ROQ has become one of America’s most intriguing luxury alcohol brands powered by over 5000 global member-investors
Name: ONE ROQ
Slogan: Escape The Ordinary - Own Your Spirit
Launched: 2019
Status: Active
Capabilities Leveraged:
Market Research, Packaging, Branding, Recipe Development, Supply Chain Development, Legal Compliance, Ad Campaigns, Launch Campaigns and Tactical Sales & Marketing.
Goldie Byrd is not just a burgeoning fashion apparel brand; it's an emblem of pioneering vision in women's active-apparel, co-founded by Arielle Solheim, a scion of the illustrious Ping Golf Founder, Karsten Solheim, and Julia Roper, a vanguard in the fashion entrepreneurship arena. As Goldie Byrd gears up to propel its iconic brand into the next echelon of growth, it does so underpinned by an unparalleled blend of high-fashion design, impeccable quality, functional excellence, and a legendary Consumer Packaged Goods (CPG) go-to-market expertise.
G&C has provided a key support system in nurturing Goldie Byrd through its earliest pre-embryonic stages, working directly with the Founders on brand, marketing, business modeling, legal, equity, and capital formation strategies, contributing directly to Goldie Byrd’s current preparedness and viability as a new innovative entrant in the $180b global sports apparel market.
Services applied include but are not limited to: structuring of the company’s key financials and business model mechanics; go-to-market digital, wholesale and brick & mortar retail strategy; capital formation and company structuring; pre-legal development of key offering documents including: initial drafts of Subscription Agreement, Executive Summary, Pitch Deck, and Private Placement Memorandum.
Website: GoldieByrd.com
When legendary milkman, Henry Schwartz acquired the world's first cold-milling technology from Dr Cheryl Mitchel in 2015 - a technology that converts grains, nuts, seeds or fruit into whole, natural, preservative and additive free beverage emulsions - he knew he could not pass up the opportunity to create a brand to capture a coveted first-to-market position with his industry-transformative technology.
Working alongside renowned international brand strategists, Doug Holt and Doug Cameron, Green & Co. became an integral part a world-class marketing team which led the successful brand development and national roll-out of Elmhurst Milked, now available in major retailers nationwide with estimated sales of over 1M cases a year.
The name, Elmhurst, was inspired by a vegan rebirth of New York's oldest dairy - and one of Henry's most cherished family heirlooms. The package took aim at introducing a clean, minimalist, pre-industrial design complementary of its ingredient profile.
Capabilities Applied:
Market Research & Analysis, Brand Development/Strategy, Formula Development & Testing, Package Design, Value Proposition and Market Positioning, Market Penetration, Alternative Business Modeling via Direct To Consumer, and Digital Strategy.
Acclaym Skin was a private consulting project encompassing the development of new package. marketing and brand strategy assets for the Acclaym Skin brand. Here, G&C applied key redesign, tone, and business model development that enabled the client to get into position to enter the 60 billion a year global skincare market with a highly vetted, Direct-to-Consumer strategy.
Services Engaged: package design, identity, website, copywriting, market research, video creation, brand deconstruction.
In 2014, competitive amateur golfer and entreprenuer, Chris Covelli, approached us with an idea: a restaurant that serves only french fries, called "Get Fried."
The name and fun nature of the concept struck us . The market was highly underdeveloped in the States, but seemingly proven abroad in European countries. With just a name and concept business model, we partnered with Chris and went down the rabbit hole. Over a year, we worked with Chris developing his brand strategy, business & operational model, store design, end-product, menu, supply chain, staff, and led the initial round of financing that allowed the concept to commercialize with the first store located in Buffalo, New York.
Within 4 years. #getfried went on to open 15 global units and sold in 2019 to the parent company of East Coast Wings & Grill - America's largest wings restaurant chain franchise.
Capabilities Leverages
Product & Brand Development, Market Research, Market Positioning, Store Design, Identity System, Social Media, Cultural Strategy, Human Resources, Intellectual Property, Company Formation, Legal & Regulatory Research, Operations, Public Relations, Private Equity, Ground Up Development.
Private Equity & Consulting
Raising capital is more of an art, than it is a science. Let us get you squared away and set up to generate funding for your qualifying business.
Pre-Seed, Seed and Series A rounds only.
Karl Pearls: a private contract encompassing an American entrepreneur with an affinity for antiques and vintage jewelry.
Karl (last name purposely omitted), approached G&C with an impressive knowledge of the pearl industry, and a small, consistent customer base of buyers of his custom made pearl jewelry.
With no brand or IP assets, public identity, or growth strategy, we saw an opportunity to guide Karl through a formal three month, brand strategy development process accentuating pre-existing assets such as his founder story and his unique product creation process.
Capabilities Leveraged:
Name, Logo, Value Proposition, Supply Chain, Identity, Web Design, Company Formation, Intellectual Property, Private Equity Funding,
In 2010 we developed a brand for a private client operating in the Tobacco industry. The basis of this project was the client's desire to drive brand innovation to their existing product portfolio. We initiated this project with market research in order to identity a brand strategy for sign off. After conducting our research, we presented the concept brand for Mason Tobacco, a value-premium cigarette for application with the TTB.
Name: Mason
Products: Bold (72s) and Lights (100s)
Positioning: Super-Premium
Capabilities Leveraged:
Brand Development, Naming, Identity System, Market Positioning, Value Proposition, Brand and Marketing Strategy, Market and Legal Research, Intellectual Property.
Client: G&C Internal
Brand: Pure Energy
Product: Energy Drink
In 2005, we pursued an internal investment in the rapidly growing ready-to-drink, energy drink category. Inspired by the success of the new category, as led by RedBull, G&C recognized that consumer segmentation had yet to solidify. With new formulation and packaging technologies being introduced by flavor houses, we saw an opportunity to test a sub-demographic of the larger energy consumer at large - and used this group as the basis for our work.
It began with the name. With its conception, and a strategic acquisition of the "Pure Energy" IP, we furthered development on the foundational assets, designing packaging, select flavor extension, and a positioning strategy underpinned by differentiated brand slogan: 0 sugar. 0 cals. 0 regrets.
Along this path, we established the company's primary and second source supply chain. We commercialized Pure Energy, entering distribution channels in 11 US states in 2010.
Capabilities Leveraged:
Company Formation, Market Research, Value Proposition, Branding, Packaging Design, Web Design, Ad Development, Print, Billboard, and Digital Marketing, Supply Chain, Formulation, IP Filings, Sales, Trade Management.
Residential & Commercial Design
Our environment effects our mood, spirit and mental health. As research continues to support this fact, real estate developers and marketers alike are putting equal value into how they approach space. Let our team and affiliates work with you on your next build out or re-brand project.
(The first generation Pure Energy was originally formulated with 5 calories. Later, we went on to achieve a 0 calories)
(The first generation Pure Energy was originally formulated with 5 calories. Later, we went on to achieve a 0 calories)
Brand: Shoeskin
Concept: disposable, low environment impact shoe coverings for designer and collectible footwear when traveling through inclement weather or undesirable terrain.
Services:
Brand & packaging conceptual development
Supply Chain Development
IP Research & Filing Protection
Start up finance & go-to-market modeling
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We are active investors in early stage businesses that show promise through differentiated technology, business models or marketing strategies.
Think you have an idea? Talk to us.
Client: Internal
Product: Distilled Spirit
Need: Product & Business Segment Development
J.Green Bourbon was a conceptualized brand with the plan to commercialize as a compliment to our existing portfolio. Here we conducted the market research to establish a category propositioning strategy, which we underpinned by creating a unique brand genesis. In addition, we conducted thorough supplier sourcing in order to ensure quality of product and prevention of raw material shortages during the industry's peak consumption, an increasing challenge due to ongoing category growth,
Capabilities Leveraged
Research, Value Proposition, Pricing Strategy, Product Design, Branding, Web Assets, Supply Chain, Formula Development, POS, Legal Compliance.
Ad campaigns have been the catalyst for some of the world's largest and most success brands. From Marlboro to Coca-Cola to Dos Equis, just to name a few.
Let us develop - or manage - the next viral ad campaign that launches your product into the cosmos.
The most unique brands are ones with the most genuine stories. These stories are often fostered by unique individuals with life-long hobbies or traditions who one day explore the possibility of turning what they love into opportunity. Take for example, sports psychology professor of Medaille College, Richard Jacob.
We helped Richard develop the Angel Rose brand to commercialize his family's 100 year old Italian sauce recipe. In this process we worked with Richard to develop and protect his name, brand story, package design, recipes, and supply chain. Within a year, we allowed Richard to get into position to enter the 24 billion US sauce and condiment market.
Capabilities Leveraged:
Naming / Brand Development, Package Design, Story Extraction. Market Research, Positioning Strategy, Supply Chain, and Intellectual Property.
Need A Website?
Clean, crisp, intuitive websites and mobile solutions. From simple and sleek to robust and multi-functional. We assess the objectives of your brand and custom tailor for ease and scalability.
aquaTHIN was an internal investment encompassing the development and marketing of a proprietary weight management formula within the 60 billion global weight loss market.
We addressed packaging strategy through a 'crystal light' drink pack for the form factor. This helped optimize dry merchandising in grocery, c-store and d-store channels, and promote its on-the-go benefits.
We established the flavors of Mixed Berry, Peach Mango and Green Tea, and in this process, its supply chain.
We established its value proposition and content strategy which included but not limited to billboard, print, radio, web and social media.
Capabilities Leveraged
Naming, Branding, Package Design, Value Proposition, Supply Chain, IP, Advertising & Content Strategy, and Social Media.
Need Social Media or Content Marketing ?
Your social and content strategy is one of the most important aspects of your business. Let us help you develop a simple and conversion effective approach.
Tijuana Tea - a private joint venture between G&C and TequilaMe tequila founder, Neal Williamson. Tijuana Tea is a ready-to-drink fusion of pure agave, extra anejo tequila and sweet southern tea. Developed as a ready-to-drink 'mixto class' tequila beverage, the concoction paid homage to its southern roots, as well as emerging innovations within the premium tequila market.
We started with a glass, beer style container as the form factor in order to address the usage occasion, and retail channel of the target end-user. Label extensions were created in black and brown to denote 'original' and 'extra' strength alcohol by volume percentages. We chose a sun-agave silhouette to resemble a crowning of its origin and category creation.
Capabilities Leveraged:
Market Research, IP Development, Supply Chain, Regulatory, Branding, Adverts, Formula Development, Pricing and Sell Sheets, Contract Negosiation
Smartceuticals - an internal investment made into the development and beta testing of new Vitamin D-centered supplement line designed to address cellular absorption challenges. Here G&C worked with leading laboratories and medical institutions to conduct a regional product launch of the supplement brand Smart D. G&C developed the product, formulas, packaging variants, brand assets, donation proceeds platform with leading cancer research institute, and direct-response advertising campaign, encompassing print and infomercial strategies.
Capabilities Leveraged:
Brand Development, Supply Chain Development, Intellectual Property, Packaging Design, Logo, Tagline, Website, Social Media, Print, Video, TV Advertisement, Copywriting, Directing, Financial Modeling, Execution, and Campaign Management
Client: LedsAmerica - US lighting technology company
Brand: Led-O
Entrepreneur: Joel Westermarck of Finland
Need: Joel came to us seeking marketing guidance for his LED technology brand, LED-O - one of the lighting industry's first fully finished, A-19 and T8 LED solutions.
After successfully partnering with suppliers in Asia and creating a world-class management team, Joel contracted G&C to establish commercial beta tests with several US fortune 500 properties as part of its planned entry into the US market. In this process, G&C executed on programs applying key learning that allowed Joel to improve product, sales, and technology processes.
During the commercial testing in the states, we simultaneously proposed Joel develop the company's consumer retail strategy, using a direct-to-consumer infomercial platform. In this process, we worked with developing conceptual packaging, TV shopping partners, pricing, web and sell strategies.
Capabilities Leveraged:
IP, Supply Chain, Contracts, Sales & Marketing, Packaging, Branding, Value Proposition, Technology Improvement, Process & Quality Control.
How will you enter your market ?
How will you communicate your value proposition?
How will you acquire your customer?
How will you find the right Team?
How will you capitalize your venture, to win?
These questions - and more - make up critical components of your marketing strategy, and they will make or break your business.
Let us assess and package your marketing plan to put you in position to succeed.
