
Branding
Client
The Functional Soda Company
Year
2022 - REBRAND / LAUNCH
Location
CANADA, USA
agency
Pivotal Concepts Communication Studio


$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:
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What does it say about someone when they buy or use Zoda?
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What is the singular thing our customers get from Zoda that they can’t get anywhere else?
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How does Zoda make our customers feel like the hero in their own story?
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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:
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Natural
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Vegan
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Non GMO
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Sugar-free
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Diabetic Friendly ..... anything else?
I suggest explaining on the back of the can what Glyvia is....
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A new, healthy, natural sweetener that:
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Helps maintain healthy blood sugar
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Supports Healthy Weight Management
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Zero Calorie Sweetening
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Sugar-like Experience
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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.

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

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.