Founders Nicole Deninger and Ed Ebert were inspired by folk remedies and the positive effects they experienced specifically from Apple Cider Vinegar. They were on a mission to make raw and pure health tonics available in a convenient form. The challenge was introducing a new take on a folk offering to an increasingly competitive health drink category, while also using ACV as a primary ingredient — which is known for its potency but also for its strong flavor.
We took the idea of needing to be tough to drink their products, and put it in a fun context. We wanted to inspire people to take matters into their own mouths, and that tough love goes a long way. We also wanted the product and story to feel inspired by the two’s shared passion for Martial Arts and Ed’s storied Culinary background and recipe creation. We branded their STEEPT process as well, as it is unique for the space and speaks to their high level of quality standards.
“Alison and her team are a startup’s dream. We were new to the industry, and had a product we were making from home that had a really unique angle and very limited identity. Alison and her creative team discovered who we are and what we stand for through thoughtful conversation and intense curiosity, and turned that information into an amazing brand identity. Our brand Tough Mother, and specifically our packaging, calls out from the shelf to every passer-by, and we get incredible compliments about the quality of our design, layout and overall branding. Industry giants stop at our booths, raving about how we stand out from a mile away – opening the door for sit-down meetings and placement negotiations. We have surpassed sales expectations each year since branding, and we continue to flourish – and thanks to Alison and her team, are on track to becoming a household name.” Nicole Deninger, Founder Tough Mother