The Starting Point
At that time, there were no vegan energy drinks on the market yet.
The product was technologically ahead of its time and impressed not only with its formula but also with its taste. The challenge, therefore, was not to create just another energy drink. The challenge was to make a completely new product category understandable and desirable.
The Communication Concept
Since there was no established comparable brand for this product, we had to start the communication from scratch.
Together, we developed:
• Positioning
• Brand name
• Corporate design
• Packaging design
• Brand universe
• Communication strategy
The goal was to create a brand that combines innovation, naturalness, and energy and clearly sets itself apart from traditional energy drinks.
The result
When a Product Idea Becomes a Brand-Ready Innovation
Together, we created the complete brand identity for the first vegan energy drink — from the positioning strategy and corporate design to the packaging and brand communication.
The jointly developed formula impressed even during the development phase with its high quality and exceptional taste. The project therefore did not fail because of the product idea itself, but rather due to a subsequent business decision unrelated to brand development.
Even though the product ultimately never made it to market, this project impressively demonstrates how an innovative idea can evolve into a market-ready brand. Especially when it comes to product innovations, clear positioning determines whether a good idea can later become a strong brand.
About Our Client
For confidentiality reasons, the client at that time will not be named. The formula was developed in collaboration with the international beverage manufacturer Wild (now ADM Wild), one of the world’s leading developers of beverage innovations. Our task was to develop the complete brand identity — from the positioning strategy and corporate design to the creation of a distinct brand universe for the planned market launch.
