Reasons to Feel Good – Designing The Feel Good Drinks Company Brand Identity
Client: The Feel Good Drinks Company
Agency: Pritchards Creative Communications www.pritchardscreative.co.uk
Strategy
1. Launch The Feel Good Drinks Company with branding and labelling which communicates the taste and ‘feel good’ benefits of a vitamin health drink.
2. Position the drinks as a healthy alternative to the wide range of energy drinks on the market.
3. Create a visually engaging, dynamic, life-loving, energetic brand that communicates that brand ethos of “Live life, laugh lots and feel good.”
Firstly appeal on a thirst-quenching level but also encourage people to enjoy themselves. Communicate the benefit of taking time out to enjoy yourself and savour every “feel good moment” you have in life.
Idea
Enjoying and celebrating “Feel Good Moments” was the underlying philosophy that went into every stage of the branding, design, advertising and was a consistent mantra that was repeated during the design process.
To nutshell this whole concept I created a character illustration at the centre of the label (nicknamed Felix) who communicates through his poses the functional benefit of the drink. The character was created to communicate a specific Feel Good Moment generated as a result of drinking the product, and featured centre stage in every design.
I also designed the Feel Good Drinks labels with the idea for the whole label to be essentially the corporate logo. For brand personality the character and colour of the label would change for each flavour – a big decision in branding terms as we were essentially changing the logo each time.
Creative Execution
Although an original goal was to feature a Feel Good brand logo that never changed – it was felt that a flexible approach was needed to serve the brand ethos better. As the flavour changed, the colour and illustration also changed to reflect the functional benefits and ingredients. This resulted in a design platform for the brand that allowed an infinite range of options. Felix was drawn in many many poses to get the expression just right – and an ever-changing range of colours and illustrations made for a great looking range of drinks when all lined up together.
As the Feel Good drinks range were originally designed with the idea that they would be positioned as alternatives to the caffeine-loaded energy drinks on the market (that were enjoying great increase in sales at the time) the feeling was that the designs should go someway to compete with them and communicate to buyers of these energy drinks as a healthy alternative.
The functional benefit was therefore at the forefront of the communication rather than the natural content as such the label was really polished in appearance – designed on clear acetate, with clean type, keylines and bold colours.
This design platform paved the way for the latest designs (more recently given a makeover by Turner Duckworth) – which have now adopted Felix in the classic original yoga pose across the whole range and have concentrated more on the natural look to great effect.
The latest designs I think have shifted focus away from the energy drink alternative look of yesteryear and now project a much more natural, wholesome and down-to-earth kind of design – natural paper labels, distressed type and graphics make for a less polished, but more funky fun-loving look that I think has definitely more appeal – so hats off to the new designs – they look excellent – if dare I say it – closer to the mighty innocent look 😉
in 2002 The design won 3rd place at the British Glass Shine Awards. and The Feel Good Drinks Company won the Orange Small Business of the Year Award.
More about The Feel Good Drinks Company
Superbrands UK, Brand profile, 2006
In 2002, three friends left jobs at Coca-Cola to set up an independent soft drinks business. Recognising that adults were increasingly looking for healthier soft drinks, but that many ‘healthy drinks’ tasted bland and looked staid, they aimed to create a range of natural, healthy drinks that tasted and looked great. The name, ‘The Feel Good Drinks Company’ quickly followed. Feel Good Drinks contain no added sugar or artificial flavours, and they now sell over one million bottles a month. Growth has come at a time of increased competition, with the quality of the drinks and the broad appeal of the Feel Good brand contributing to its success.
The Feel Good Factor – Interview with CEO Feel Good Drinks Co
by Cheryl Rickman on 9-Apr-04 10:49am
The Feel Good Drinks Company is an exciting company set up by three guys with one mission – to produce great tasting drinks that make you feel good, and offers a range of five 100% natural juice drinks, to energize, relax, uplift or cleanse. Not only have Dave Wallwork and his co-founders achieved that mission, but in just 18 months they’ve achieved a target turnover of 2.5million, (forecast to grow to 10million over three years) and have increased the number of outlets stocking their products by a third in the last three months.
The success of Feel Good Drinks has exceeded all their expectations, but Dave puts down it to:
- creating a simple concept
- giving consumers what they want
- creating a strong brand identity
- having a great team.
“It’s growing very fast because it’s meeting everyone’s needs and we’re not trying to overcomplicate things,” explains Dave. “It isn’t a complicated thing that we do – we make fantastic tasting healthy natural drinks, put them in groovy bottles and sell them to people,” he smiles.
“We think that success comes from making people happy, so we decided to create a company dedicated to making people feel good – working in relaxed surroundings, supported by partner companies who love doing business with us. We just asked ourselves what the consumers, retailers, suppliers and investors wanted.”
Each in their early 30s, Dave Wallwork, Steve Cooper and Chris Wright previously worked together for Coca-Cola on large product development projects. Having spotted an opportunity to test their skills against the market, the trio decided to leave the comfort zone of Coca-Cola and set up on their own.
www.ecademy.com
en.wikipedia.org/wiki/Feel_Good_Drinks_Co
What they say about The Feel Good Drinks Company
“We drove our designers mad with the design process,”
Dave Wallwork – 2004
www.ecademy.com
BevNET Review:
“Feel Good Lemon Juice Drink is truly refreshing. Aside from the use of 20% juice, this product has a very clean and smooth flavor that is so rare in juice cocktail products. Certainly the fact that they do not use high fructose corn syrup does not hurt. Regardless, this product has a well balanced lemon flavor that is like a less bitter version of lemonade. Overall, a job well done. Great taste and great packaging — you can’t go wrong.”
www.bevnet.com/reviews/feelgooddrinks/
BevNET Review:
“Pink Citrus Spritz from Feel Good Drinks is an exquisite beverage that features lots of sweet fruit flavor without any added sugar. Featuring a pink grapefruit flavor that does not even have the slightest trace of bitterness, Pink Citrus Spritz ranks among the top of all carbonated juice beverages that we’ve sampled to date. Factor in beautiful packaging and you’ve got a product that is absolutely amazing.”
www.bevnet.com/reviews/feelgoodspritz
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