I got to come in at the ground floor with Snake Oil, allowing us to identify core components of the brand and target market. One unique positioning was catering to the Brazilian Jiu-Jitsu market and the incredible uniqueness around this group. They are a deeply formed and committed community that cares for each other’s well being. While aggressive on the mat, they are mom’s, dad’s with busy lives at home and work. They need a product that focused on recovery. The visual strategy was multi-layered. Showing the aggression and ferocity of life on the mat, and the community and focus on healthy living and recovery post-competition.