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Koji Natural Soft Drink
Despite the soft drinks market becoming increasingly crowded and with big manufacturers being challenged by small lifestyle brands, Future Drinks felt there was still an opportunity to enter the market. They had been inspired by a German product that sold under the name Bionade which was a naturally low calories drink – everyone’s nirvana!
The challenge was how to position the concept of a naturally low cal drink for the UK market and how to get consumers to engage with it.
Project Scope
Market positioning, brand positioning, product design, naming, brand identity and brand design
Main Questions
- How does this brand need to be positioned so as to be different and motivating?
- What is the balance of communication between natural and low calories brands?
- What is the reason to believe?
