The first steps were to really understand the drinks and how they make you feel, and to find out who the target market is. Our team identified that a key part of the brand audience are 'independent spirits’ ie they know what they want in life and choose their own way. The new brand had to reflect this. In developing the logo itself, we took the bones of what the client had created and simplified it to make the logo stronger, purposeful and unique.
For the packaging we decided to hero a strapline unique to each product that sums up how the drink affects you, eg. 'clarify and energise' for matcha tea. We created illustrations to accompany these straplines, to give each drink an individual character. Rokit entered the new brand into the Pepsico Nutrition Greenhouse Programme, and are now one of the 10 finalists enjoying a €20,000 grant, an experienced mentor and some great exposure.