“Evo is a brand that has its own unique personality and culture, in stark contrast to an industry filled with ‘more of the same’ type approaches. The Evo brand personality is honest, but at the same time tests the consumer with ridiculous claims. Are you dumb enough to believe our claims? In this way, Evo makes the consumer stop and think. Evo is cheeky, humorous and slightly twisted.
Evo took the exaggerated claims of the competition and showed them for what they really were. Without directly saying “don’t believe the competition, they’re all lying” we took the exaggerated claims of the competition and expanded on them to ridiculous proportions. Evo was poking fun at the competition, who had patronised the market over and over with unrealistic claims of organic ingredients and ‘5 times the shine’ so-called scientific studies claiming their product was superior.”