Upbeat Protein Drink
by Theresa Christine Johnson on 12/05/2016 | 2 Minute Read
Protein drinks traditionally come in two typical flavors: chocolate and vanilla. Upbeat is a line of dairy protein beverages by The Good Whey Company that come in delicious flavors like Coconut & Pineapple, Strawberry, and Blueberry & Raspberry. Conran Design Group designed these drinks to embrace their energizing power for those who want a healthy lifestyle.
“Upbeat was getting lost in a maturing category, and while consumers bought the product following in-store sampling, they were not picking it off the chiller shelves unprompted. The product lacked clear benefit, occasion and pack communication. Upbeat needed a creative, disruptive solution to make an impact and to drive sales; with the backlash against sugary drinks, this is a prime opportunity for the brand to find its niche.”
“Upbeat is aimed at consumers who embrace exercise and who value clear nutritional information as part of a long-term healthier lifestyle choice. They are also looking for choices distinct from gym-based protein drinks and the mainstream sugary energy sports drinks. Conran Design Group created a visual language through the ‘energy swirl’ that focuses on the key product benefits: the long-term source of energy and goodness of whey, whatever the health regime.”
“The brand launches with a new variant and is positioned as an everyday fitness drink with great -tasting real fruit and high-quality protein: an all-day body fuel to maintain healthy muscles and to give an energy boost.”
Upbeat’s color palette is a combination of blues and greens, indicating that it is made with natural, healthy ingredients. The white background allows all of the text and images to pop, making the drink stand out on the shelves. Everything on the label swirls upwards on the bottle, making it seem like the intense, fruity flavors can’t even be contained.
Sophie Le Calvez, creative director, Conran Design Group said, “What was really exciting was that we designed not only a pack, but a brand language that powerfully expressed the product’s unique proposition, activated on the packaging as well as online, point-of-sale and advertising. We created a brand.”
Designed by: Conran Design Group
Country: United Kingdom