The Situation
When a new brand is born, it's always exciting. Especially when the people behind it aren't big players, but genuine entrepreneurs. And when the product in question isn't just another premium, organic, diet, retro or lifestyle variant of something familiar, but a genuine innovation – that's when things get really interesting.
Jan Kreutzberg had exactly that: a regenerative drink with real efficacy claims that didn't fit into existing categories.
The Brief
Create a brand for this product. Not just a logo and packaging, but a positioning that makes the special tangible – without slipping into the usual beverage market clichés. Name, brand voice, packaging communication and the story you tell when you're holding a product that has never existed before.
Outcome
After a successful product launch in 2013 and two years of steady expansion into new distribution channels, Jan Kreutzberg handed the brand over to Henkell Sektkellerei – who have continued it since. A good sign that the positioning we created holds up.
My Contribution
Brand development and positioning at 6peoplelikethis: naming, brand voice, packaging copy, communication strategy.