Client: FOR GOODNESS SHAKES
FOR GOODNESS SHAKES
STRATEGY: The simple glow of wellness
Client
FOR GOODNESS SHAKES
Scope
Strategic Brand Positioning
Brand Architecture
Verbal Identity
Brand Idea
Brand Architecture
Verbal Identity
Brand Idea
Summary
The world of health and fitness can feel utterly cliched. Dark, masculine and ever-so-serious. Especially in the area of functional food and drinks. Our strategic repositioning for one of the protein shake pioneers ‘For Goodness Shakes’ challenged the category stereotypes and obvious codes.
Drawing on wider trends, we used the archetype model to establish a very different brand persona.
Suddenly the brand had the freedom to feel infinitely more innocent and natural. Celebrating the “glow of wellness” over the “measurement of muscle"!
Drawing on wider trends, we used the archetype model to establish a very different brand persona.
Suddenly the brand had the freedom to feel infinitely more innocent and natural. Celebrating the “glow of wellness” over the “measurement of muscle"!
