Positioning & Value Proposition
The Live Green Co → DE3PBIO
Global
2024/2025
From Live Green to DE3PBIO: A New Era of Functional Food Innovation
How HMT helped The Live Green Co connect to future growth with a new name and a sharper value proposition that positioned them as a game changer for the functional food industry.
“HMT’s process challenged our thinking and led to bold decisions, including changing the brand name. It was absolutely necessary for what we’re building and for DE3PBIO’s long-term vision. It ultimately delivered much clearer, more aligned brand narrative.”
– Priyanka Srinivas,
Co-Founder, Director & Chief Hustle Officer
Background: When The Live Green Co (now DE3PBIO) approached HMT, they had one bold ambition: to change the way the world innovates functional food, using AI, precision fermentation, and biotechnology to create the next generation of functional ingredients. At their core was Charaka®, an AI-powered innovation engine capable of transforming traditional R&D into faster, smarter, and more affordable ingredient solutions.
As a game changer, they have a vision of radical change, but their name and the way they presented their story kept them in the wrong world. The name The Live Green Co signalled a company rooted in plant-based and sustainability, risking to be seen as another “green” start-up in a crowded space, instead of the deep tech disruptor they truly were.
They came to us at a turning point: facing a challenge similar to the one Oatly once faced. Just as Oatly chose to move from a functional oat drink to a plant based game changer, The Live Green Co needed to evolve from a sustainable company into a catalyst for technological change.
Their ambition was clear: To do for AI-driven ingredients what Oatly did for plant-based milk: create not just a company, but a movement that redefines an entire industry.
To realize that vision, they needed a sharper value proposition, brand story, a stronger brand hierarchy, and an identity bold enough to lead the next wave of functional food innovation.
The Challenge
How do you move from a “green” lifestyle brand to a deep tech ingredient leader? The Live Green Co faced several barriers standing between their innovation and recognition. To reach its full potential, the company needed to reposition itself as the pioneer of a new category.
#Challenge 1:
Confusing brand architecture: three entities (Live Green, Charaka, AFIs) with unclear roles and overlapping stories.
#Challenge 2:
Misaligned name and perception: “Live Green” sounded like a lifestyle sustainability brand, not a science-driven disruptor.
#Challenge 3:
Drowned in the Noise of Innovation: “AI-driven” and “precision fermentation” were becoming generic buzzwords.
#Challenge 4:
Complex storytelling & unclear value proposition: the science was powerful, but the message wasn’t landing with investors, customers, or partners.
#Challenge 5:
No clear purpose behind the science: Like Oatly more than a decade earlier, they needed to crystallize a purpose behind the science, and establish a unifying why — transforming a technological breakthrough into a cultural movement.
The Solution
Claim leadership of a new category: Deep Ingredients.
Through HMT’s FourFactors® Discovery and Brand Torch® Process, we uncovered a key insight that reframed the company’s entire story:
“The company’s true power was not only in the technology itself, but in its ability to remove the barriers that slow down innovation in food and health.
This insight became the foundation for a new strategic direction and category creation and to lead the next generation of functional innovation through a new, ownable segment:
Deep Ingredients — for Deeper Science, Faster Solutions, and Smarter Futures
By defining Deep Ingredients as the output of their AI-powered platform, we shifted focus from what they use (technology) to what the value we create (transformative ingredient solutions).
This strategy unified the ecosystem:
#1: The Live Green Co as the visionary mother brand, driven by purpose and heritage.
#2: Charaka® as the proprietary AI/ML engine that powers R&D acceleration.
#3: Deep Ingredients as the market-facing output: the tangible proof of innovation through functional ingredients such as Deep Collagen Blend, Deep Postbiotics, and Deep Human Milk Fat
And as a consequence of the recommended positioning the company chose to rename itself to DE3PBIO by Live Green Co!
The Result
From confusion to category creation. From Live Green to DE3PBIO.
Today, DE3PBIO by The Live Green Co stands as a pioneer in AI-driven functional ingredient innovation, revolutionizing how functional foods are created, produced, and delivered to the people who need them most.
- New Category Leadership: Deep Ingredients established as a distinct segment within Active Functional Ingredients (AFIs).
- New Company Name: DE3PBIO, signaling leadership in the AI-driven ingredient revolution.
- Unified Brand Architecture: clear hierarchy between mother brand, technology, and product portfolio.
- Sharpened, Tangible Value Proposition: “Deeper Science, Faster Solutions, Smarter Futures” became the unifying story across audiences.
- Future-Ready Storytelling: a compelling narrative that bridges science, purpose, and human impact.
Name Change
Recommendation:
From Live Green Co. to DE3PBIO
Our Methodology
FourFactors® Brand Acceleration System: Applied to identify the market opportunity, define its new category leadership space, and connect its innovation to real-world needs and stakeholders.
HMT Brand Torch: Defined the stable foundation (purpose, architecture, technology) and inspiring flame (Deep Ingredients revolution), forming a Brand Positioning Blueprint that unites science, strategy, and storytelling.
How can we help?
Are you a change-maker in your area with similar challenge? Contact us here and let’s create change together.