Branding

Client

The Functional Soda Company

Year

2022 - REBRAND / LAUNCH

Location

CANADA, USA

agency

Pivotal Concepts Communication Studio

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mockup.jpg
$16,000 GOAL by January 1, 2022.

Philosophy/Story

Please review the new logo/workmark, packaging design options presented below.  Branding goes beyond creatives: colour, font and packaging. Branding is about a STORY we present that resonates and connects our target audience emotionally to our product, as well as the long-term RELATIONSHIP we nurture with those customers. 

 

The 4 questions we need to answer in determining who our customers will be are:

  1. What does it say about someone when they buy or use Zoda? 

  2. What is the singular thing our customers get from Zoda that they can’t get anywhere else?

  3. How does Zoda make our customers feel like the hero in their own story?

  4. What does this product make them feel like?

We need to merge Zoda's unique benefits with the emotional needs of the customer and tie it into a strong brand story that resonates.

The packaging clearly highlights the following benefits:

ZERO carb, cal, sugar, aftertaste

The banner on top highlights:

soda evolved, all natural, real flavour, guilt-free, lightly-fizzed

The round icons should include:

  • Natural

  • Vegan

  • Non GMO

  • Sugar-free

  • Diabetic Friendly ..... anything else?

I suggest explaining on the back of the can what Glyvia is....

  • A new, healthy, natural sweetener that:

  • Helps maintain healthy blood sugar

  • Supports Healthy Weight Management

  • Zero Calorie Sweetening

  • Sugar-like Experience

  • No Aftertaste or adverse-affects

Visually in this exercise, Zoda needs to set itself apart as a clean, scientific-based, fully transparent, no-nonsense, authentic, trustworthy, ethical, results-driven/proven beverage option that appeals to early-adopters, health-conscious, anti-aging, wellness/longevity enthusiasts who still want to get some joy or an indulgence out of life without compromising their health or beverage experience.  Parents with kids who enjoy pop - guilt-free. Diabetics, seniors with health concerns. 

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Vertical, Bubbly Z
8 FONT OPTIONS
MATT RED CAN, WHITE CONTRAST, PINK SWOOSH, CLEAN SCIENTIFIC LOOK

mockup.jpg
Horizontal, Bubbly Z
8 FONT OPTIONS
MATT RED CAN, WHITE CONTRAST,
PINK SWOOSH, CLEAN SCIENTIFIC LOOK

2022 SHORT TERM LAUNCH STRATEGY AND TIMELINE

1. Finalize package design - January 21, 2022

2. Update website/e-commerce/brand story simultaneously with SALES FUNNEL CONTENT - January 25, 2022

3. Launch social media AND sales funnel (social media advertising) - February 1, 2022. 

4. Connect with influencers, diabetic organizations, retailers, events etc. - guerilla marketing.