Engineering ‘Wow-Factor’
Retail Brand Development
How beautifully designed and ultra-impactful packaging designs transformed the Drink Baotic brand, and business, in a number of incredibly positive ways.
Brief
Drink Baotic are a Scottish-based, purpose-driven, drinks brand. The organisation produces a range of zesty, refreshing and flavourful health drinks. The juices are based on the distinctive baobab fruit from The Gambia, where Drink Baotic support local farmers.
The company was at a crucial stage of its start-up/scale-up journey. After a successful product launch, they wanted to develop a new retail brand. They were looking to significantly ‘raise the bar,’ both, in terms of brand presentation and consumer appeal.
Naturally, the entire LOFT team were incredibly enthusiastic about assisting.
Results
Our collaboration with the great folks at Drink Baotic was an unqualified success. We helped the organisation to…
– Win over traditional retailers, allowing us to get Drink Baotic onto the shelves of more national supermarket and health stores.
– Build a more recognisable and universally popular brand with retailers, consumers, investors and supporters alike.
– Attract greater interest and build stronger negotiating power with more targeted retail investors.
– Dramatically improve ’on-the-shelf’ retail performance.
– Deliver an outstanding ROI for this retail brand development exercise.
How These Results Were Achieved?
These results were achieved by prioritising the retail packaging designs, and engineering as much ‘wow-factor’ into the process as possible. This was transformative for the overall brand story as a whole.
Services Used
Brand Strategy | Brand Storytelling | Brands & Re-Brands | Creative Direction | Graphic Design | Packaging Design | Design for Print | Motion | Illustration
The Collaboration in Greater Detail
The highlights of our work together included…
Producing ‘a Fresh Take’ on Gambian Culture
The beautiful and new packaging designs showcased… A Gambian-inspired hieroglyphic pattern, refreshed and more evocative logo, highly customised icons and 4 ultra-vibrant accent colours for each of the 4 different Baotic flavours.
More Intelligent Packaging Solutions
‘On-the-shelf’ impact was enhanced dramatically with so many messages being thoughtfully conveyed on each individual packaging solution.
Lead designer Marek Brol outstandingly tweaked every single detail to intelligently integrate the following elements – a bold and evocative pattern, brand identity, health benefits, origin story, several iterations of the ingredients, social media information and consuming instructions. All of these were placed on one small packaging print. Truly exceptional work.
More Evocative Logo Design
The new Drink Baotic logo beautifully incorporated a young mother touching her child’s head.
Exhaustive ‘On-The-Shelf Benchmarking’
The success of Drink Baotic ‘on the shelf’ performance came from the power of the overall design. Something that was sampled relentlessly during an exhaustive creative process.
Continuing The Story
Much of the brand story was carried through to all of Drink Baotic’s presence online and offline. With social media channels, on the company website, pitch-deck, etc…
Winning Over New Friends
As can be seen, the final design is incredibly popular. In this picture, Founders Paul & Isatou are photographed with Richard Reed, Founder of Innocent Smoothies and Sir Richard Branson.
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Additional Project Images
As mentioned, this project involved the most exhaustive of creative approaches to ensure the highest level of creative/ production quality. Here are some images of the wider process…
Selection of ‘mood-board’ images.
Further work optimising the packaging labels.
A range of alternative label concepts.