Scaling a Global Movement

The Challenge

Oakberry is the world’s fastest-growing açaí brand, expanding aggressively across five continents. Rapid franchise growth created two urgent problems: first, they lacked deep consumer intelligence to understand how brand perception and purchase behaviour varied across markets. Second, franchise partners were producing inconsistent, off-brand materials without a centralised system for brand governance—putting the global brand identity at risk as each new market adapted assets independently.

The Approach

We deployed a two-pronged strategy. On the research side, we designed and executed a comprehensive market intelligence programme: 935 survey respondents across key demographics, 32 in-depth street interviews, brand awareness tracking, competitive analysis against five direct competitors, and deep-dive studies into consumption habits, price perception, and purchase motivators. On the technology side, we built a bespoke franchise brand management portal—a centralised platform where franchise partners across São Paulo, Lisbon, Madrid, Milan, and New York can access brand guidelines, download approved assets, submit creative requests, and track approvals. The portal enforces brand consistency through templated workflows while giving local teams the flexibility to adapt for their markets.

The Results

The research programme delivered the first comprehensive consumer intelligence dataset Oakberry had across their global markets, revealing significant variations in brand awareness and purchase triggers between European and American consumers. The brand portal now serves five franchise locations with 23 managed asset categories, six templated content types, and an active request workflow processing campaigns, menu adaptations, and event materials. Brand consistency scores improved measurably, and the time from creative request to approved asset delivery was reduced from weeks to days.