Functional beverage brand Wow has debuted a new design that will roll out across its range of drinks, as it seeks to appeal to a growing number of health-conscious consumers.
The brand’s range of chia seed drinks, activated charcoal drinks and new probacteria water line, totalling 12 different products, will feature the brand’s new logo which symbolises a pair of glasses.
The overhaul is part of a the brand’s ambition to attract more millennials, and more mainstream consumers, into the health and wellness beverages category. The new design will also see the products have consistent styling across the range while the new brand identity will extend across all touchpoints, including digital, social and out-of-home activity.
Wow, which was recently announced as a finalist in the World Food Innovation Awards, worked with branding agency Jones Knowles Ritchie for the new look. It has been working towards a redesign since 2017.
Co-founder Oliver Dickinson said: “Wow wanted to be bold and think originally while remaining transparent and authentic within the functional drinks sector. We have seen a noticeable shift towards healthier purchase decisions amongst millenials in particular. However we feel that other drinks on the market are failing to communicate to this demographic, preferring a static and almost medicinal approach to packaging and brand identity with little excitement.
“We had this in mind when designing our new branding to appeal to a greater market beyond those who are purely health-conscious, yet remain current and inclusive with our tone of voice and styling. Each of our products contains one hero ingredient that provides a genuine health benefit to the consumer and we communicate this functionality clearly but in an engaging and entertaining way.
“Following the growth we’ve seen from our activated charcoal drink since its introduction last autumn; the increasing demand for our chia seed drink and the popularity of our Probacteria Water in France, we believe we can educate consumers on functional drinks and be leaders in the sector with our new brand identity. We are building a future-proof portfolio with great-tasting, exciting products that are in demand.”
The launch will be supported by in-store activity, trade shows, digital activity and work with social influencers.
© FoodBev Media Ltd 2020
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