Design Portfolio Background
Drinks Branding: Natural Fruit and Beverage Company - Supajus
Background
NP Biotech, a food and drink innovations company, approached the Natural Fruit & Beverage Company to produce and market a functional fruit juice drink. NPB had developed a process to mix Omega3 fish oil with juice - the resulting drink would later launch as the first of its kind in Europe - and our part in the process was developing the brand to take to market.
With the market launch aimed at children, schools and the drive for a healthier society, the challenge was to engage the audience and steer them away from fizzy drinks.
With the growth of ADHD, Dyslexia & Dyspraxia parents are becoming increasingly aware of the need for the adequate Omega3 in their children’s diet.
Solution
Creating the Identity
We generated the brand name ‘Supajus’ - trademark searched for availability prior to design development.
Positioning as ‘The Think Drink’ underpinned the product’s value.
For education and awareness we created “03” - the Omega3 character.
Managing The Brand
New flavours and multipacks follow the Brand’s architecture for ‘look and feel’.
Marketing the Brand
To support the launch a range of paper and electronic based components aided consumer awareness.
Intellectual Property
The brand and its positioning were Trademark protected.
Success of Supajus Launch!
Gerry Dunn, Sales and Marketing Director of Natural Fruit and Beverage Company, producers of Supajus, comments:
Supajus ‘The Think Drink’ really has caught the public’s imagination since its launch.
The factory are having to reschedule operations in order to incorporate the increased volume of Supajus product. From the launch there has been a 100% month by month increase in Supajus sales.
The Scottish Executive were so keen about Supajus that they made a video of the story to demonstrate the process and success.
Buyers and consumers alike were asking ‘Is this a functional drink?’ & ‘Not seen that before?’