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Grounded


University Project
Brand New Campaign

Presentation Link

 In a world of flashy claims and artificial promises, Grounded is a refreshing change. It’s not just juice. It’s juice with guts—cold-pressed, protein-rich, and made from real, traceable ingredients grown (and raised) with purpose. Built for busy families, curious eaters, and label-readers, Grounded is a sustainable, insect-powered juice that actually tastes good—and does good. We’re not lab-made. We’re earth-made.




THE BRIEF

Create and launch a brand from scratch in a future-facing product category.
We chosed insect-based food — a sustainable solution often met with resistance. Our challenge? Make it not just acceptable, but desirable. Build trust. Create emotional buy-in. And most importantly, make consumers fall in love with the idea of drinking bugs (without calling it that).




THE CONCEPT

Grounded transforms insect protein into something cool, clean, and craveable.

Rather than lead with shock value, we lead with confidence. This isn’t science fiction. It’s nutrition, redefined. Cold-pressed juice infused with EcoProtein (our rebrand of insect powder), packed with taste, transparency, and planet-first benefits.

We positioned the brand as a staple in active households — the kind of juice that belongs in lunchboxes, gym bags, and everyday fridges. It’s made from the earth, for the everyday.



WHAT WE DID

  • Concept Development
  • Brand Naming & Identity
  • Logo Design
  • Strategy & Positioning
  • Copywriting
  • Art Direction
  • Packaging Design
  • Social Content Creation
  • Integrated Campaign Development
  • Presentation & Pitch



PRODUCT RANGE & SIZES

Our product range is designed with function and flavour in mind, each blend tailored to a specific wellness benefit. Cricket + Pineapple Punch delivers a tropical hit and is perfect for a pre-workout lift. Silkworm + Apple Ginger Glow supports immunity and recovery with a zesty warmth. Mealworm + Berry Beet Blend helps gut health and digestion while serving up earthy sweetness. And Grasshopper + Green Citrus Surge keeps things light and fresh for daily balance.

Grounded is available in three sizes to suit different lifestyles. The 350ml bottle is built for quick, on-the-go workouts. The 500ml size is your everyday baseline, ideal for throwing in a gym bag or grabbing on the way to work. And the 1.2L jug is made for sharing — whether it’s for families, fridge storage, or weekly refuels.


TONE OF VOICE

Our tone of voice is confident, energetic, and informed — never preachy. We speak like a PT who knows their stuff but still loves a smoothie, mixing credible insight with friendly delivery. The language we use balances science with simplicity — there’s no jargon here, just facts and flavour. It’s direct, movement-led, and grounded in the rhythm of real life.

























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WHY IT WORKS

Grounded doesn’t shy away from what it is — it reframes it.
We made insect-based food accessible by focusing on flavour, family, and functionality. Rather than preach sustainability, we built it into the brand DNA — from our ingredients to our packaging. Consumers don’t need convincing. They just need something they can believe in. Grounded is that something.




MEDIA

  •  OOH 
Billboards and metrolites use short, impactful copy with fitness-inspired verbs:
“Sip. Strengthen. Repeat.”
“Pressed. Poured. Powered.”
“Swig. Squat. Serve.”

  • Radio
15-second high-tempo spots voiced by athletes, PTs, and nutritionists using rhythmic repetition and vivid sensory words — “Cold-pressed. Protein-packed. In your hand, on the move.”

  • Social Media
Instagram + TikTok series showing the bottle in motion: from workout to work to weekend. Includes UGC-style taste tests, ingredient breakdowns, and behind-the-scenes at the van.

  • Juice Van Activation
A bright, mobile juice bar stationed at Bondi Beach, Fitzroy Gardens, and local gyms.
The van allows consumers to taste-test flavours, learn about the insect protein inside, and scan QR codes that show the real supply chain story — from bug to bottle.

This activation flips the fear around insect protein into fascination and builds trust through transparency.



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Ella, Milla


















































































































































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