The Challenge
Create the healthiest and freshest brand proposition with wistful feminine appeal. Targeting 25-34-year-old women who enjoy on-the-go beverages (like Diet Coke) but are looking for something healthier with natural benefits (and maybe even a dash of energy).
The Result
A brand to rejuvenate your mind, body and spirit. Zenergy is designed to bring harmony between refreshing flavours and green tea energy, providing a grown-up alternative to the current category offerings.
A flowing brand ident with zen spirals, along with a pattern inspired by lotus flowers, the enso circle and a dash of bubbles, creates a perfectly balanced pack design. The use of contrast between these elements allows them to span the whole pack for additional stand-out. Zenergy not only aims for stand-out on shelf, but also on consumers’ social feeds – ensuring it’s a brand customers would want to be seen with.
Campaign
The proposition demands disruption, so a series of key visuals was created to achieve this, embodying the brand’s inner zen with a newly developed tone of voice and attention-grabbing visual based around traditional ritualistic hand gestures (Mudrâs).
Alternative Propositions
Throughout the concept stage there were a number of alternative propositions including brand name, brand story, pack design, flavour and additions while liaising with the client throughout, each one with its own unique identity and story to tell.
