France
Paris
Our office, originally founded in San Francisco over 15 years ago, has continued to evolve and grow. With a history of working with some of the world’s most iconic consumer-loved brands and building upon strategic foundations that marry performance, visual language, and storytelling, CBA USA has decided to offer a more specific service to start-ups in the US market, that need strategic direction.
With solid experience and established credibility in the startup’s ecosystem, we’ve observed one key insight: Startups tend to focus on perfecting their product and its technical aspects, but in doing so, they can miss a crucial element: their brand. Realizing this significant oversight, we have accompanied startups for quite some time, crafting their brand strategies hand in hand.
Below the Brand is dedicated to developing foundational brand and product strategies for start-ups with ambitious goals. It focus solely on achieving growth objectives by:
Below the Brand was just what we needed! They’re talented, strategic and move fast – exactly what a start up needs. We did a “Sprint Mode” with them and it turned out great.
The whole process was super collaborative, and by starting with really well thought-out ideas and then working through a number of rapid iterations, they added a ton of strategic and creative value fast and effectively.And best of all – they’re fun to work with!
— Jordan Silbert, founder of Agro
Working with the Below the Brand team was my secret weapon while building a marketing function from scratch.
From value proposition design to brand strategy to architecture and naming, they helped our team create foundational assets that set Brightseed up for success. Without collaborating remotely in Sprint Mode® I would not have been able to scale marketing in such an efficient and inspiring way
— Emma Cooper Mullin, Senior Director of Marketing, Brightseed
Working with the Below the Brand team was my secret weapon while building a marketing function from scratch.
From value proposition design to brand strategy to architecture and naming, they helped our team create foundational assets that set Brightseed up for success. Without collaborating remotely in Sprint Mode® I would not have been able to scale marketing in such an efficient and inspiring way
— Emma Cooper Mullin, Senior Director of Marketing, Brightseed
We felt they were a very good fit.
More importantly, their team gave us confidence that they would care for our brand with the same level of commitment as we would ourselves.
— Ajay Prakash, founder & CEO, Rinse
Outstanding perceptions of quality, general health and no fishy aftertaste, which is a direct reflection of the unique packaging and allows us to stand out at shelf.
— Susmita Vellanki, Vice President of Marketing, Epion Brands
Outstanding perceptions of quality, general health and no fishy aftertaste, which is a direct reflection of the unique packaging and allows us to stand out at shelf.
— Susmita Vellanki, Vice President of Marketing, Epion Brands
The Designalytics Effectiveness Award was created to help elevate the role of package design by spotlighting the immense financial impact that it can have on consumer brands. As always, winner selection was entirely data-driven, based on sales performance in the marketplace, as well as rigorous quantitative consumer testing.
This year’s winning redesign was awarded for our work on the CVS Beauty brand and carried the additional honor of being the first private-label winner in the history of the award.
The Beauty 360 brand from CVS had been competing with national brands by offering high-quality beauty and personal care products for years. With this redesign, CVS Beauty made a revolutionary shift — eliminating the Beauty 360 branding altogether and replacing it with the familiar CVS heart, while also communicating product efficacy, premiumness, and gender inclusivity.
Consumers “hearted” the new look, with 74% preferring this version over the previous design, and the sales results bore this out.
During the six months following the redesign, sales of CVS Beauty products increased by 20% compared to the same period during the prior year.
Every year we give this award, we see more and more compelling—and often jaw-dropping–evidence that great design drives brand growth, and CVS Beauty presents a uniquely straightforward case study.
Given the minimal advertising and promotion afforded private-label brands, this result is especially staggering; a bold, strategic design change was—clearly and unequivocally—the engine behind this brand’s growth
—- Steve Lamoureux, CEO and founder of Designalytics
Every year we give this award, we see more and more compelling—and often jaw-dropping–evidence that great design drives brand growth, and CVS Beauty presents a uniquely straightforward case study.
Given the minimal advertising and promotion afforded private-label brands, this result is especially staggering; a bold, strategic design change was—clearly and unequivocally—the engine behind this brand’s growth
—- Steve Lamoureux, CEO and founder of Designalytics
