Phantom Brew was tired of the beige or 'natural', soft, wasteful habits of the tea and coffee industry so they decided to go a different path and needed a brand to follow that reputation. This rebrand draws in their target audience, builds curiosity for their bold flavors and gives a depth that is unseen in the industry. This rebrand focuses more on their audience, deadly delicious flavors rather than their natural and sustainable practices alone. By pursuing a different brand direction, the company was able to expand their product line, build their team and gain investors, while also expanding their campaign size and marketing efforts without sacrificing profit or their ingredients and clean practices.