Graphic Design | Identity Design | Brand Love | Packaging Design | Campaigns
Creating brands, brand stories and packaging designs that capture the imagination is one of the things we love doing most at the loft. We were delighted to work with two very special entrepreneurs – Paul and Isatou – to help them develop a new brand and in particular some transformative packaging designs for their incredible new drink.
Drink Baotic is a new refreshing, dairy-free, gluten-free & prebiotic drink which has the rare baobab fruit as its main ingredient and complimentary strawberry, banana and orange flavours. The superfood ‘Baobab’ is sourced in The Gambia, (Isatou’s home country) where herself and Paul do incredible work supporting the local community to truly bring the heart of Africa to the UK with this exceptional new drink and brand.
Baobab fruit comes the ‘Tree of Life’ and is the main ingredient for ‘Drink Baotic.’ Finding unique ways to express this rich and wonderful culture was one of the most important considerations in creating the new brand and packaging designs.
We wanted to celebrate the African roots of the drink but it in an authentic and modern way. We started by doing vast amounts of research into textiles, fine art and various pieces of African culture – there was a specific focus on Isatou’s home country ‘The Gambia.’
Considerable amounts of research went into more modern interpretations of African expression.
Other successful interpretations of the African theme with other food and drink packaging solutions were looked at as part of a wide-ranging research phase. This includes exploration into graphical patterns, abstract illustrations and even examples of fine art.
The project came together initially with the creation of our own custom ‘Baotic’ pattern with new scribings communicating lots of different elements of the drink experience – strawberries, oranges, bananas, the obvious boabab fruit, happy people, etc. (It was remarkable how quickly it all came together.)
One of the first serious sketches for the project showed a remarkably successful interpretation of the modern African theme with the fun scribbles being used with bold colours underpinning and eventually sitting alongside an incredibly evocative logo.
It was just a pleasure to see how such strong graphics could be re-interpreted for different flavours as seen above.
We created rapid mock-ups and benchmarked these against competing drink rivals.
The design of the new identity combined the words ‘Baotic’ as a series of painted marks with the main mark being the idea of an African mother touching her son’s head in the ‘t’ and ‘i’ of the word Baotic. Absolutely beautiful.
Despite everybody’s love of the main concept, we never rested on our laurels – additional concepts, patterns and graphics were created. These can be seen above.
Although everybody loved the first main concept direction, other designs directions were explored in great detail. These ones had the baobab fruit, some key health icons and some lovely water-colour marks combining to create another outrageous design.
This alternative design with much bolder colours for the various flavours – original, banana, strawberry and orange.
These alternative concepts were also benchmarked on the supermarket shelves with rivals too.
Alongside the key 250ml packaging designs, there would be a range of other items required – the designs above show an outer-shell for a six drink-pack of Baotic with smaller ‘more prebiotic style’ drinks enclosed. We created prototypes for both of the main design directions.
After some discussions, the original solution with the ‘new African’ style patterns was still deemed to be the strongest and selected to be progressed to production. These are a selection of the final packaging solutions – as you can see, there would be a range of final solutions for a number of different packaging designs.
A range of images showcasing the final packaging design as a 100ml pack-drink with reusable cap.
Paul and Isatou, the founders of Drink Baotic with their new ‘Drink Baotic’ prebiotic drinks and a bowl of the rare Baobab Super-fruit.
They’ve been on quite a journey and it looks like Drink Baotic has some notable fans (Richard Branson, on the left (a man who needs no introduction) and Richard Reed, (the founder of Innocent Smoothies on the right) with Paul, Isatou and their beautiful new drink.
A product which truly brings the magic of The Gambia and the stunning, rare Baobab tree to life.
The final collection of Drink Baotic packaging design solutions.
If you’d like to hear any more about the incredible Drink Baotic or for more information on the loft’s packaging design services, please don’t hesitate to contact us.
Thanks for reading. The loft team.