Kauai HealthFood & Juice Co, a well-established fast-food brand with 100 outlets, wasfaced with a serious problem when legislation threatened to make use of theword “health” illegal outside tightly defined parameters. Kauai challenged mycompany to turn it into an opportunity, reposition the brand and refresh itsidentity and communication. Kauai is a place where the food tastes deliciouslygood, is good for you and is made to order from the freshest, naturalingredients available. That’s ‘good nature.’ Of course, you are what you eatwhich is why Kauai people are always particularly good-natured too. “GoodNature” was at the heart of the new positioning.