A fresh start for an innovative soft drinks brand
“We are really pleased with the suggestions you have come up with. It will really help us when we work with a design agency to update our labels ... It’s really handy to have a selection of sentences and paragraphs which convey our brand information in a clear and friendly way.”
Entrepreneurs Catriona and Gavin Monson were convinced that consumers should not have to choose between healthy and tasty; ethical and affordable when it comes to soft drinks. Equally unimpressed by the mainstream selection of sugary, ‘full fat’ drinks; diet options full of chemicals and sweeteners, or health drinks that lack a truly satisfying taste, they set out to create Middle Way: an all-new product that would solve the problem. They were driven by their belief that discerning consumers should be able to ‘have it all’: an ethical, natural drink with all of the flavour and none of the nasties.
Drawing on their experience in food science and engineering, they created an all-natural product that fulfilled all of the criteria they set out to meet – great tasting, ethically produced, quality natural ingredients, no nasties. Due to a combination of factors, however, the brand story and visual identity developed for Middle Way at its launch in 2017 didn’t emphasise these core features, focusing on the production process instead of the consumer experience. As a result, the brand struggled to connect with the mainstream consumers and distributors for whom it was conceived.
Following a consultation with founders Catriona and Gavin and a detailed analysis of their current messaging; their value set and their aspirations for Middle Way, I deconstructed the brand to produce a completely new messaging proposition in the form of a written Brand Development Toolkit. Built around the product’s true strengths as well as the needs, motivations and barriers to engagement of Middle Way’s target customer groups, this written toolkit will serve as the basis for the full redevelopment of their brand: from graphic design and photography briefs, to social media and website updates as well as pitches to wholesalers and retailers.
Connect with Middle Way:
Website: https://middle-way.co.uk
Facebook: https://www.facebook.com/MiddleWayDrinks/
Instagram: https://www.instagram.com/middlewaydrinks/