Opportunity: As a newly acquired company, Blue Avocado was changing its brand strategy from an umbrella approach to stand-alone brands; and (Re)Zip was its first foot forward.

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Solution: By completely re-envisioning the brand from the ground up through a retail lens, New Lab helped refine the product portfolio and developed a library of brand assets able to deliver on the auspicious expectations of a stand-alone brand.

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Result: The brand's debut was the talk of the Chicago Housewares Show, with retailers signing orders on the spot. After two years of failed attempts of getting the brand on shelf at aTarget, the merchant signed on for a 500 store test at the first meeting with the new branding.