PowerUp
Re Branding
Challenge
PowerUp, a functional herbal infusion brand, approached us for a complete brand redesign. Our main challenge was to identify and capture the functional benefits that consumers seek in a health beverage. The brand had to be perceived as honest, healthy, light, modern, and energetic while avoiding any resemblance to energy drinks.
Outcome
Our team successfully redesigned the PowerUp brand and created a distinct identity that meets consumer implicit goals. We utilized a translucent label that showcased the product, triggering consumers' sensory perceptions of honesty and transparency, leading to a perception of quality and purity. The illustrations of fruits and vegetables on the label visually communicated the healthy and refreshing nature of the beverage, while the minimalist label design reflected its lightness.
One of the most significant challenges in the redesign process was conveying the beverage's energizing nature without resembling an energy drink. We overcame this by utilizing playful and dynamic typography, incorporating the flavor name characters, which appealed to the consumer's psychological associations of vitality, youthfulness, and fun. We also used bright colors that reflected the brand's energy and helped differentiate the brand's flavors.
