Luma's positioning problem — and what we intend to do about it.
"Sounds like every other brand."
— Tester, Portland
"I don't remember what they stand for."
— Buyer, Chicago
"Is this the one with the green packaging?"
— Shopper, Denver
of plant-based buyers who tried Luma once did not repurchase — despite 4.3-star product ratings.
Luma sells an outcome.
Brands that last sell a conviction.
"I don't want to eat less meat. I want to feel like I made something."
— Luma buyer, Austin, TX
Permission to make real food again.
Consumer research + competitive audit
2 weeks
Positioning options workshop
3 weeks
Belief system + messaging architecture
3 weeks
Visual identity brief + comms playbook
2 weeks
Generic premium positioning, flat sales growth
Repositioned around "origin obsession"
+34%
YoY revenue
2.1×
repeat purchase
EFFIE Finalist, 2024
| Phase | Investment | Timeline |
|---|---|---|
| Discovery Sprint | $28,000 | 2 weeks |
| Strategy Platform | $42,000 | 6 weeks |
| Identity Brief | $18,000 | 2 weeks |
| Total | $88,000 | 10 weeks |
Your belief system, clearly articulated
Core narrative + channel variants
Where you win vs. everyone else
Design principles for your next agency
Campaign themes mapped to your calendar
Strategy Lead
Ex-Landor. Led repositioning for three Fortune 500 brands. 12 years in brand strategy, specializing in belief-system architecture for category leaders.
Research Lead
Ex-Ipsos. Consumer ethnography specialist. Designed qual frameworks for Nike, Unilever, and Patagonia. Uncovers the conviction behind the purchase.
Creative Strategist
Ex-DDB. Translates positioning into narrative systems. Built messaging architectures for Google, Airbnb. Makes strategy actionable for creative teams.
Total Investment
$88,000
Proposed Kick-off
August 12, 2024
Ready to position Luma for the next decade?
Contact Priya Nakamura
priya@anchorage-co.com