Back to Work

Hospitality · Opportunity

OAKBERRY USA: not just açaí, it's OAKBERRY.

A proposal for OAKBERRY Açaí in the USA that brings a rewards app, in-store digital screens, staff workwear, branded merchandise, outdoor event kit and a year-round events calendar together under one brand.

  • Mobile rewards app
  • Digital signage
  • Staff workwear
  • Brand merchandise
  • Outdoor events
First market
Austin
Parts, one brand
5
Events calendar
12 months
App build
15 months
A venue TV squeeze back: the OAKBERRY start line fills the window and the L-frame, with the OAKBERRY logo, a QR code and the words Scan to take part.

QR code that opens this OAKBERRY case study on hellobrand.co.za.

The OAKBERRY passport screen with eight venue stamps and a Check in button.

An opportunity Hello Brand pitched to OAKBERRY.

The brief

Attract, excite and acquire new OAKBERRY customers in the USA, bring inactive ones back, and make the brand part of a healthy, active lifestyle: in the store, on the phone and at the events its customers already go to.

Who it is for. Active people in Austin, Texas, mostly 20 to 50 years old: cyclists, trail runners, yoga and paddleboard fans, festival-goers, students, young professionals, couples and families who choose wellness.

What OAKBERRY gets. One loyalty platform that keeps everything its current app does, ordering and rewards included, and adds the reasons to come back: a passport of store check-ins, games, surveys, reviews, social rewards and events. Every action builds a verified, location-aware customer base that the stores can read by region.

“Health and wellness should be celebrated, not scheduled.”
— The insight behind the proposal
Client
OAKBERRY USA
First market
Austin, Texas
Audience
Active 20 to 50 year-olds
Platform
iOS and Android app
Build
Three phases over 15 months, then ongoing support
Status
Proposal, 2025

The idea

A visualised OAKBERRY store wall in purple under the lit line Not just açaí, it's OAKBERRY, with a portrait digital screen, branded T-shirts and caps, and a purple drinks fridge.

Not just açaí, it's OAKBERRY.

One brand across five parts: a rewards app, digital screens in store, staff workwear and merchandise, outdoor event kit, and OAKCATION, a year of events that ties it all to the moments people already celebrate.

  • Attract, excite and acquire new customers
  • Re-engage inactive customers
  • Drive retention and reduce churn
  • Reward extra visits and incremental sales
  • Build brand visibility and stickiness
  • Generate customer data, insight and analytics

In store: screens that change with one click

Digital screens replace static print, so menus, prices and promotions update from the cloud in real time. The Brand Box adds plug-and-play screens with QR competitions that send customers straight into the app.

An OAKBERRY squeeze back on a screen: the OAKBERRY start line in the window, with the OAKBERRY logo and a QR code to scan.
A visualisation of the screen: OAKBERRY key art with a code to scan.
Brand Box screen: a surfer on a big wave beside a new Açaí meets Mango bowl, with a QR code to win a limited-edition surfboard.
The Brand Box: scan to win a limited-edition surfboard.

Seven touchpoints

  1. 55″ hanging signage with 4K resolution and wide viewing angles.
  2. A P2.5 LED poster screen: an ultra-slim digital poster, updated remotely.
  3. The Brand Box: cloud-based content management, high-definition and plug and play.
  4. A 55″ floor-standing screen for high-traffic spots.
  5. 49″ LCD price boards: digital menus, the quick-service standard.
  6. P4 indoor LED vinyl: slim adhesive panels that make the glass shopfront a screen.
  7. A round 60 cm LED light box beside the entrance.
  • A visualised OAKBERRY Açaí shopfront with a lit sign and a purple-framed glass front looking into the store.
    The shopfrontLED vinyl turns the glass into a screen.
  • Three portrait digital menu boards above an OAKBERRY counter: a bowl, smoothie prices and the açaí story, over the lit purple parrot.
    Price boardsMenus and prices change with one click.
  • A visualised OAKBERRY kiosk: a slatted counter with the lit purple parrot and three digital screens on the tiled wall behind.
    The kioskThe same screens, sized for a mall or gym kiosk.
  • An OAKBERRY Açaí store front with a lit sign, glass doors and a round light box beside the entrance.
    The entranceA round LED light box by the door.

The store pictures are visualisations from the proposal, not installed screens.

The customer's journey, start to finish

From a free sign-up to a spin of the sun wheel: every visit, order and answer earns OAKoins and points, and every step tells the store a little more about who its customers are.

Eight steps

  1. Sign up free in under a minuteWith a social login or email; the email is verified by link and the mobile number by a one-time PIN. Welcome to OAKBERRY screen with the OAKBERRY parrot logo and a Continue with phone button.
  2. Order ahead and earn OAKoinsOrdering, pickup and delivery stay in the app, with 10 OAKoins for every dollar and a 100-OAKoin welcome bonus. The OAKBERRY app home screen: new refreshers with an Order now button, OAK merch with a macaw plush, and new breakfast bowls.
  3. Check in at OAKBERRY spotsEach GPS-verified check-in at a participating spot awards 100 points and unlocks a digital badge. OAKBERRY Passport screen with check-in badges for a kiosk, city cafe, MTB event, mall store, beach side cafe, gym kiosk, yoga retreat and trail run event, and a Check In button.
  4. Answer a quick surveyShort lifestyle and brand surveys earn 20 points for every one completed. OAKBERRY survey screen asking where the member most enjoys having OAKBERRY and what vibe describes their perfect OAKBERRY moment, with a Submit Survey button.
  5. Spin the sun wheelEvery 100 points earns a spin, at most one a day, for OAKBERRY vouchers, a festival ticket or an entry into the grand prize draw. OAKBERRY Spin and Win screen with a purple sun-shaped prize wheel and a 100 points per spin button.
  6. Climb the leaderboardPoints from every activity rank members, with weekly spot prizes and entries into the grand prize draw. OAKBERRY live leaderboard screen listing the top eight members and their points.
  7. Get tickets to members' eventsUpcoming events, from an MTB classic to a spring music festival, sell members-only tickets in the app, and sharing one earns 10 points. OAKBERRY upcoming events screen: an MTB Classic on 24 August and a Spring Music Festival, each with Share +10 points and Get tickets buttons.
  8. Play the OAKBERRY gamesGames built around the brand, from a road or MTB cycling race to surfing, tennis and motor racing, keep members coming back between visits. OAKBERRY Games screen in the app, listing four branded games one under another, each with a Play button: cycling past OAKBERRY boards, surfing a big wave, tennis on a purple OAKBERRY court, and motor racing in a purple car.
Welcome to OAKBERRY screen with the OAKBERRY parrot logo and a Continue with phone button.
Step 1 of 8

Games, and what you could win

Gamification turns simple actions into goals: friendly competition brings people back, and the passport sends them to OAKBERRY spots they have not tried yet. Track your vibe. Climb the ranks. Win big.

  • OAKBERRY Passport screen with eight check-in badges and a Check In button.
    1. Collect stampsOne badge per OAKBERRY spot.
  • OAKBERRY Spin and Win screen with the purple sun wheel.
    2. Spin the sun100 points a spin, one a day.
  • OAKBERRY live leaderboard with the top eight members and their points.
    3. Climb the ranksBecome a top Sun-Chaser.
  • OAKBERRY Games screen with four games one under another: cycling, surfing, tennis and motor racing, each with a Play button.
    4. Play the gamesCycling, surf, tennis and motor racing.

The prizes

  1. Instant, every day Spin and win

    Land on a sun ray to win an OAKBERRY voucher or an OAKBERRY festival ticket on the spot, or an extra entry into the grand prize draw.

  2. Every week Spot prizes

    Weekly prizes for the members highest on the leaderboard, and recognition as a top “Sun-Chaser”.

  3. The grand prize A getaway

    A trip to one of the world's most iconic beaches to watch a world surf event, or to a major tennis tournament or motor race, as possible ideas.

    Advertising and sponsorship can fund the prize pools.

Every mechanic, in detail

Eight ways to earn, all run from one no-code, API-first loyalty platform, with a dashboard behind every one of them.

Smart sign-up<1 min

Customers register in under a minute, for free, with Instagram, TikTok, Facebook, X, Google or email. Email registration is verified by a clickable link and the cellphone number by a one-time PIN.

On registration the platform captures the member's country, province and city by IP geolocation, so stores can read member demographics and tailor offers by region without adding friction. Verified members help prevent abuse of rewards, get secure venue access through a rotating QR Access Passport, and build a clean, location-aware customer database.

Welcome to OAKBERRY screen with a Continue with phone button.
The OAKBERRY Passport+100

Log in, visit a participating OAKBERRY spot on selected days and tap Check-In: GPS verification confirms the location. Each successful check-in awards 100 points and unlocks a digital badge: Kiosk, City Cafe, MTB event, Mall Store, Beach Side Cafe, Gym Kiosk, Yoga Retreat and Trail Run Event.

Badges stack up in a live passport gallery, and more stamps mean a higher place on the leaderboard.

OAKBERRY Passport screen with eight check-in badges.
Surveys+20

Short lifestyle and brand surveys (where do you most enjoy OAKBERRY, what vibe describes your perfect OAKBERRY moment) earn 20 points each, with new ones released throughout. The answers show OAKBERRY the lifestyles, preferences and habits of its core audience, to shape future marketing.

OAKBERRY survey screen with two lifestyle questions and a Submit Survey button.
Review rewards50-200

Members earn 50 to 200 OAKoins for text or video reviews in the app, grouped by experience, service and product quality, and 100 OAKoins for a verified review on Google, Yelp or Tripadvisor, tracked through the platforms' APIs. A dashboard approves reviews, filters for quality and analyses the feedback.

Social rewards500

500 OAKoins for following OAKBERRY on Instagram, TikTok, Facebook or X through a linked account, and 100 to 500 OAKoins for sharing OAKBERRY content (bowls, store visits) with #OakberryVibes or @Oakberry. The dashboard tracks the posts, likes and comments.

Predict the score, polls and invites+20

A score-prediction game for the big American football final: 20 points and 20 tokens for calling the winner, and more for a draw or the exact score. Polls earn 20 points and tokens, so does every friend who verifies an invite, and verifying an email or cell number earns 10 each.

Events and tickets

An upcoming-events list (yoga retreats, MTB and trail-running events, DJs and music festivals) with dates, themes, dress codes, flyers and set times. Members buy regular or VIP tickets in the app, linked to their passport QR code for quick scanning at the door, and share events in one tap, with tracking links for referral rewards.

Content, playlist and influencers

A sports and news blog with podcasts, videos and articles; a curated OAKBERRY playlist built for sunset vibes and beach parties, to play in the app or save and share; and an influencer programme where creators connect their accounts, post with #OakberryVibes and are rewarded for approved posts, with reach and sign-ups tracked in the dashboard.

On the staff, on the shelf, at the start line

Staff uniforms in OAKBERRY purple, a merchandise catalogue for every season and sport, and branded kit that puts OAKBERRY at the start line and in the shade.

Staff in OAKBERRY purple and white golf shirts, beside six purple men's and ladies' golf shirts with the OAKBERRY parrot.
Staff workwear in OAKBERRY purple.
An OAKBERRY Açaí store interior with branded T-shirts and caps on display, a drinks fridge and a counter with the purple parrot.
Merchandise in store.
An OAKBERRY Açaí parasol, high table and stools, and a branded gazebo on a lawn by the sea, with a yoga class behind.
Gazebos and parasols.
An inflatable OAKBERRY Açaí start arch, feather banners, gazebos and 100 km Classic boards, with two cyclists in purple jerseys.
Start and finish lines.
  • Staff workwear catalogue page: men's and ladies' golf shirts in OAKBERRY purple and white.
  • Staff workwear catalogue page: shirts, a dress and a full-piece jumpsuit.
  • Staff workwear catalogue page: ladies' tank tops, T-shirts, an apron and denim shorts.
  • Brand catalogue overview: sports, golf, health and wellness, sponsored event, staff, summer, winter and outdoor event items.
  • Promotional beach catalogue page: board shorts, a bikini, a bucket hat, a cooler bag, a beach umbrella and a surfboard.
  • Promotional beach catalogue page: a striped beach towel, a padel racket and balls, flip-flops, sunglasses and a cooler box.
  • Promotional sports catalogue page for tennis and padel: caps, a watch, T-shirts and a ball tin.
  • Promotional sports catalogue page for yoga and gym: a shake bottle, a yoga mat, a gym bag, a towel, socks and a backpack.
  • Promotional winter catalogue page: puffer jackets and vests, a fleece, a scarf and a beanie.
  • Sponsored events catalogue page: running and cycling tops, tank tops and long-sleeved rash vests.
  • Outdoor events catalogue page: an OAKBERRY gazebo, a sampling table, a banner wall and feather banners on a lawn.

Staff workwear

Men's and ladies' golf shirts, shirts, a dress and a full-piece jumpsuit, ladies' tank tops, denim shorts, aprons and T-shirts.

The merchandise catalogue

Beach (umbrella, board shorts, surfboard, cooler bags, beach ball and towel, a padel racket and balls in a branded tin), sport, golf, yoga and gym (caps, watch strap, yoga mat, shake bottle, gym bag), winter (puffer jackets, beanies, hoodies, a plush parrot) and sponsored-event kit (rash vests, running and cycling tops).

Outdoor event kit

A 2 m by 2 m parasol on a 20 kg base, a 3 by 1 m pop-up, a 3 by 3 m gazebo with sides, bar stools and high tables; an inflatable start and finish line, breeze barrier stations, 3, 4 and 5 m arc feather banners, acrylic distance boards, sampling tables and banner walls.

OAKCATION: a year of events

A 12-month calendar of brand moments in Austin that blends nutrition, movement and culture, from a sunrise paddle to an outdoor yoga flow, with OAKBERRY fuel-ups along the way. Every event is a reason to check in, share and come back.

  • A mountain biker in a race number rides a forest trail.
  • A trail runner in a purple top running over rocks in the hills.
  • A yoga class holding tree pose on mats in an open thatched pavilion among trees.
  • A skateboarder in mid-air above a concrete bowl at sunset.
  • An OAKBERRY start arch and 100 km Classic boards, with two cyclists in purple jerseys.
January to March
  • January, New Year's Day: scenic New Year rides and OAKBERRY fuel-ups, for resolution-setters, cyclists and fitness communities.
  • February, Valentine's Day: couples' rides, group runs and OAKBERRY bowls for two.
  • March, Spring Energy: Spring Break beach workouts, outdoor yoga and açaí, for students and young professionals.
April to June
  • April, Easter weekend: OAKBERRY picnics, trail hikes and group cycling meet-ups for active families.
  • May, Celebrating Parents: wellness-focused family rides and OAKBERRY brunch bowls.
  • June, Freedom and Fitness: Juneteenth and Father's Day community bike tours, unity runs and OAKBERRY fuelling stations.
July to September
  • July, Texas-Sized Pride: Independence Day morning cycle routes and post-ride OAKBERRY cool-down bowls.
  • August, Summer Vibes: outdoor music festivals and hot Texas trails, cooled with OAKBERRY smoothies and on-the-go packs.
  • September, State Fair Fuel: OAKBERRY as the clean, healthy alternative on long days at the fair.
October to December
  • October, Active Thrills: Halloween-themed rides, fun runs and costumed wellness meet-ups.
  • November, Gratitude in Motion: Thanksgiving turkey trots, group rides and football watch parties fuelled with OAKBERRY bowls.
  • December, Festive Fuel: OAKBERRY pop-ups at the holiday light trails, and a New Year's Eve ride into midnight.

Events linked to wellness

Live music
Hundreds of thousands interested, aged 20 to 40
Music festivals
Hundreds of thousands in festival season, 20 to 40
Trail running
A classic over 10, 21, 35 and 100 km
Mountain biking
An MTB classic over 10, 35, 80 and 100 km
Triathlon
750 m swim, 20 km bike, 5 km run
Yoga retreats
Thousands interested, aged 20 to 60
Golf and padel days
About 120 people an event
Surf grom classic
Juniors under 13 and 18, seniors and over-45s

What we proposed

A software-as-a-service rewards app for iOS and Android, built with Social Wiiv in three phases over 15 months, that keeps every feature of OAKBERRY's current app so no customer loses a thing, then adds the games. This is a proposal: no results yet.

Core ordering and discoveryMonths 1-4

Ordering and customisation (toppings, saved favourites), order ahead, pickup and delivery, and a store locator, ready for the latest menu.

Rewards and personalisationMonths 5-9

OAK Rewards inside the new app: OAKoins earned and redeemed, the sign-up bonus, saved favourites, in-store payment linking, a news feed for promotions and wallet support.

GamificationMonths 10-15

Leaderboards by store, state and nationwide; reviews; social rewards; events and ticketing with QR access; surveys; the passport; predictions; the blog and playlist; and the influencer programme.

Ongoing supportMonth 16 on

Quarterly updates, scaling to new locations and menu items, and monitoring and analytics.

For the team: a staff app

A companion platform for employees: a staff leaderboard, recognition and employee of the month; onboarding, training courses and safety rules; news and announcements; shift management, maintenance logs and pre-shift huddles; and planning tools for operations, people and customers.

For head office: the data

Admin-only dashboards with role-based permissions, live graphs and real-time campaign tracking, one-click export to Excel and a data feed for reporting tools, on hosting built for privacy law and regular security testing.

OAKBERRY app dashboard

How it would be measured

12 months · sample

Example dashboard Sample data, not campaign results. This was a proposal, so there are no results. Everything tagged Sample is made up to show how the dashboard works, and is replaced by real figures once they are reported.

  • Sample

    3.6 a week

    Customer engagement

  • Sample

    2,140

    Inactive customers re-engaged

  • Sample

    46%

    Retention

  • Sample

    +8.4%

    Incremental sales

  • Sample

    14,320

    Customer data and insights

  • Sample

    +184%

    App download growth

  • Sample

    37.5%

    OAKoins redemption rate

  • Sample

    4.5 / 5

    User feedback score

What the app set out to do

  • Sample

    3.6 a week

    Customer engagement

    App actions per active member a week: orders, check-ins, spins, surveys and reviews

  • Sample

    2,140

    Inactive customers re-engaged

    Customers with no order in 90 days who ordered again after an app offer

  • Sample

    46%

    Retention

    Members still ordering three months after they signed up

  • Sample

    +8.4%

    Incremental sales

    Sales lift in the Austin stores, members against the year before

  • Sample

    14,320

    Customer data and insights

    Verified member profiles with city and region, ready to read by store

Inactive customers re-engaged, by quarter
Passport check-ins, by badge
Retention

of members still ordering three months after sign-up

Success measures

  • Sample

    +184%

    App download growth

    Downloads in December against January (21,780 downloads in the year)

  • Sample

    37.5%

    OAKoins redemption rate

    OAKoins redeemed as a share of OAKoins earned

  • Sample

    4.5 / 5

    User feedback score

    Average in-app review across experience, service and product quality

App downloads a month
OAKoins earned
  • Redeemed 37.5%
  • Still in wallets 62.5%
In-app review score, by category (out of 5)

Rand values excl. VAT. Figures tagged Sample are for illustration only: not results from this or any campaign.

Track your vibe. Climb the ranks. Win big.

Stories that used the same services, or worked in the same sector.

  • Delivery

    OneCart

    A proposed digital media strategy for OneCart: a gamified loyalty programme, in-app brand partnerships, a social media revamp and digital screens on delivery bikes.

  • Hospitality

    Starbucks

    A proposed Instant Rewards Loyalty App for Starbucks in South Africa: stars for purchases, Coffee Spot check-ins, photo challenges and surveys.

  • Hospitality

    GrandWest

    A GrandWest proposal for young adults on one mobile platform: the Grand Quest for students aged 18 to 26, and a party membership with a digital passport.