Strategy began with a comprehensive brand audit followed by thorough research into internal and external stakeholders. Research revealed Bujo’s key strengths to be its relationships between its team and customers. Overall, the brand was perceived as determined, health conscious and fun. Leveraging these insights, we conducted a series of workshops to define positioning and establish alignment among key stakeholders. What resulted was a robust brand centered on the big idea “Wellness made convenient.” This inspiring directive would come to serve as the new brand’s tagline, anchoring its positioning and informing its narrative.