Gorilla Power
Repositioning a plant-based brand to connect wellbeing, sustainability, and storytelling
Gorilla Power is a Brazilian eco-conscious healthy food company dedicated to plant-based snacks made with natural dried bananas.
With a highly competitive market and commoditized messaging, the brand needed to find its own voice, sharpen its positioning, and create a stronger emotional connection with customers.
In a saturated healthy snacks category, most brands focus on the same message: healthy, natural, tasty. Gorilla Power needed to go beyond product benefits and build a positioning that was authentic, distinctive, and deeply connected to the values of its audience, while also honoring its sustainable, circular production chain and positive social impact.
Visit gorillapower.com.br
In a saturated healthy snacks category, most brands focus on the same message: healthy, natural, tasty. Gorilla Power needed to go beyond product benefits and build a positioning that was authentic, distinctive, and deeply connected to the values of its audience, while also honoring its sustainable, circular production chain and positive social impact.
Visit gorillapower.com.br
Key contributions
Brand strategy workshops
User and market research
Positioning definition
Storytelling mapping
Visual identity redesign
Packing visual design
Creative direction advisory
User and market research
Positioning definition
Storytelling mapping
Visual identity redesign
Packing visual design
Creative direction advisory
Approach
Guided strategic workshops to map the production ecosystem, surfacing narratives around sustainability, circular economy, and wellbeing.
Evolved the brand’s positioning from “healthy snacks and tasty” to “wellbeing for you and the world”, connecting product benefits with systemic impact.
Built 5 storytelling pillars to guide brand, content, and product communication.
Redesigned the visual identity to reflect a bolder, more approachable, and energetic brand personality.
Evolved the brand’s positioning from “healthy snacks and tasty” to “wellbeing for you and the world”, connecting product benefits with systemic impact.
Built 5 storytelling pillars to guide brand, content, and product communication.
Redesigned the visual identity to reflect a bolder, more approachable, and energetic brand personality.
Impact
40%
increase in perceived brand differentiation
3x
growth in social media engagement rates
22%
YoY growth in key retail partners
Highlights
Mapping the entire production ecosystem unlocked narratives previously invisible to the team and the market.
A clear, authentic narrative connected better with conscious consumers, going beyond functional benefits.
Brand positioning is more powerful when it reflects both product value and systemic impact, creating differentiation in a saturated category.
A clear, authentic narrative connected better with conscious consumers, going beyond functional benefits.
Brand positioning is more powerful when it reflects both product value and systemic impact, creating differentiation in a saturated category.
Ongoing Advisory
I continue supporting the team as a brand and product advisor, helping refine its storytelling, positioning, and creative direction.
