Blade focused on creating a brand that appealed to the growing African- and Hispanic-American market. The face of the brand and its National Director of Sales, Johnnie Davis, is a seasoned direct selling professional. His personal life-story was a key brand attribute that we leveraged. Evoking passion, energy and commitment to excellence, Esprita and Johnnie were presented as a new generation of direct sellers offering more than just products and a business opportunity. They offered a Legendary Life.