branding
marketing
packaging
marketing
packaging
roles
copywriter, package designer, visual designer
tools
Figma, Photoshop, Illustrator
timeframe
10 weeks
collaborators
research
We found most probiotic drinks targeted younger demographics through celebrities and influencers. However, research shows 85% of women ages 45-54 and 68% of men ages 55-64 responded that probiotics had a positive impact in their lives; a demographic ignored by existing brands.
problem
How might we develop and market a carbonated probiotic beverage to middle-aged men and women?
marketing
Our brand communicates with consumers the way they wish to be spoken to: directly and straight-forward. This also informed the name of the product.
packaging
The visual direction for the product also took into consideration the context in which the product will be consumed. By designing a can that fits into the vernacular of beer, our consumers would not feel out of place in their established social circles.
Candid Development
understanding our target audience
who are they?
They are not assuaged by fads.
They are aging, health-conscious, former party-goers.
They are parents with kids in college.
They are set in their ways.
They are resisting change.
They are starting to need to take care of their bodies.
They are active or aspiring hikers, pickleball players, cyclists, golfers.
They are aging, health-conscious, former party-goers.
They are parents with kids in college.
They are set in their ways.
They are resisting change.
They are starting to need to take care of their bodies.
They are active or aspiring hikers, pickleball players, cyclists, golfers.
what are their beliefs?
They believe the internet cannot be trusted.
They believe they know better than they used to.
They believe probiotics will help their gut health, because their doctor told them so.
They believe their lifestyle needs to change just because their health has.
They believe there is a lot of bullshit out there.
They believe there are a lot of quacks online.
They believe they know better than they used to.
They believe probiotics will help their gut health, because their doctor told them so.
They believe their lifestyle needs to change just because their health has.
They believe there is a lot of bullshit out there.
They believe there are a lot of quacks online.
what are their doubts?
Did I click on the correct website?
Is this a scam?
Will this still taste good?
Can I maintain my lifestyle?
Is this a fad or scientifically sound?
Is this going to be expensive?
Is this a scam?
Will this still taste good?
Can I maintain my lifestyle?
Is this a fad or scientifically sound?
Is this going to be expensive?
Candid’s five brand pillars
We believe probiotics are important for a healthy guy.
We believe in results, not promises.
We believe in giving it to you straight.
We believe changing what's in the can doesn't change who you are.
We believe healthy living is fun.
We believe in results, not promises.
We believe in giving it to you straight.
We believe changing what's in the can doesn't change who you are.
We believe healthy living is fun.
social media
A template system was developed for social media posts that include the logo and slogan, allowing any team member to create their own posts.
point of reflection
This was the first time creating a stylescape for a brand, which helped me push my understanding of the visual universe that is created in branding work.
stylescape
