When Momeez Choice came to Brains, they were already a quiet success—a $10M+ brand available in 35,000+ stores with a loyal following built almost entirely through word-of-mouth trust. But to reach the next level—scaling beyond a niche "mom brand" into a best-in-class family wellness company—they needed a bold, strategic evolution. Tasked with a full-scale rebrand and go-to-market strategy, BRAINS led the transformation of Momeez Choice into EEZ Co.—a modern, playful, and category-defining brand that resonates with today’s millennial parent.
Our repositioning, rebrand, and launch plan allowed EEZ Co. to compete with leading wellness brands by balancing functionality with fun, expanding its audience beyond parents, bringing in teens, Gen Z, and health-conscious adults, and creating a scalable brand identity that can support future product innovations.
EEZ Co. is now positioned to lead the category—not just participate in it.
The visual identity took cues from leading CPG disruptors while maintaining a family-friendly appeal. Bright, bold colors allow the brand to stand out in a traditionally clinical category. Hand-drawn illustrations & “Weird Little Guys” (or as we like to say, WLGs) add humor and personality. Ownable packaging design creates strong shelf presence and instant recognition.
EEZ Co. didn’t just relaunch—it redefined the category. Since the rebrand, the company has skyrocketed to the top of the cough and cold aisle, with Lolleez becoming the best-selling better-for-you pediatric item in the country and the #1 performer at major retailers.
From niche favorite to national standout, EEZ Co. is now leading the wellness space with a bold new voice and unstoppable momentum.
We knew EEZ Co. needed to be more than a product—it needed to be plugged into culture.
We established Instagram as the Brand Hub, driving storytelling, education, and engagement, and utilized TikTok as the Personality Driver – where humor, relatability, and trend-driven content could shine. We developed a playful "Joke System", using dad jokes, memes, and humor to bring a little levity to the otherwise miserable experience of being sick.
Creator Partnerships were a key focus of the launch. We tapped in parents to showcase real-life sick day moments and family hacks utilizing the product, Healthcare Experts to lend credibility to EEZ Co.'s clean ingredients and effectiveness, and Single Gen Z & Millennial Voices for our Sootheez launch, positioning the product as a tasty must-have for your cold-season toolkit.
