Genie Drinks, the innovative producer of delicious and award-winning vegan kombuchas and probiotic Live Sodas, has undertaken a major rebrand in partnership with strategic brand agency Bulletproof. This comes as part of its strategy to become the market leader of the burgeoning adult softs and kombucha categories and to establish itself as a genuine competitor amongst the biggest players in the mainstream soft drinks sector.
The redesign encompasses all elements of the brand, including the packaging, website, and social media presence, and will also see Genie Drinks’ range of three award-winning kombuchas repackaged into sustainable cans. These changes will grow market share by increasing rate of sale and distribution by radically shaking up the brand’s on-shelf presence, as well as increasing engagement and trial by powerfully communicating its ethical ethos and unique offering.
Last year, UK drinkers splashed an extra £86.5m on adult soft drinks, with 24% of the population now buying into the category. Genie Drinks’ mission is to provide the modern consumer with a genuine alternative to the traditional, sugar and sweetener-filled fizzy drinks that dominate this category. It’s delicious range of beverages, that currently includes three Kombuchas and two Live Sodas, delivers no-nonsense health benefits without any compromise on taste, providing genuine competition to the market’s biggest players and a compelling choice for consumers and stockists.
Bulletproof positioned Genie as the soda company that delivers benefits without the nonsense – bringing healthy sodas to the many, not the few – the studio delivered a distinctive look and feel that demystifies a complex category. The new identity, with its bold logomarks incorporating taglines such as ‘Super Natural Sodas’, and benefit stamps calling out key variant benefits, brings consistency to the range whilst introducing distinct personalities for each variant. A carefree, uplifting and down-to-earth tone of voice reflects the core brand traits of inclusivity, honesty and defiance.
Genie Drinks’ move to sustainable cans is a significant step in fulfilling the company’s goal to be 100% sustainable and 100% ethical. This standpoint is of increasing importance to consumers and stockists and is at the heart of the brand. All the Genie Drinks ingredients come from ethical suppliers with regular checks on the supply chain. Genie Drinks avoids plastic where possible and produces all its drinks in the UK for lower food miles. The company is currently working to become a carbon negative brand by 2023.
Alex Webster, co-founder of Genie Drinks says: “Genie Drinks is on a mission to provide consumers with a genuine alternative to the traditional, sugar and sweetener filled soft drinks that dominate the soft drinks category. Our rebrand has been undertaken to powerfully communicate our unique offering in the market to consumers and stockists so that we can challenge the biggest players in the sector, grow market share, and provide drinks that deliver no-nonsense health benefits without compromising on taste.”
Jamie Gandee, Creative Director at Bulletproof, says: “The adult soft drinks market is shifting. Health and wellness is shaking off its privilege and becoming less restrictive, more balanced. Genie Drinks stands up against the soda giants and niche players with a refreshingly straight-up, relatable attitude that speaks to Real Lifers, helping them live well on their own terms. What it needed was the identity to match – so we elevated the brand to connect with these Real Lifers on an emotional level, cutting through the noise with an uncompromising and approachable identity.”
- Agency/Creative: Bulletproof
- Article Title: Genie Drinks Unveils Major Rebrand by Bulletproof
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: United Kingdom
- Agency/Creative City: Global
- Market Region: Europe
- Project Deliverables: Brand Design
- Industry: Food/Beverage
- Keywords: Kombucha Design Brand Identity
Branding agency: Bulletproof