Upbeat Drinks have been Protein evangelists for over a decade. Making a range of dairy drinks and powders aimed at health-conscious customers who don’t buy into the bodybuilding image that dominates this category.

Upbeat Juicy Protein Waters blend spring water and natural flavours with 12 grams of protein and zero added sugar.

We worked with the team at Upbeat to formulate a creative brief that would look to build the future of the brand over the next decade. At the heart of the brand is the belief that protein delivers an energy boost that allows one to feel at their best not just physically but mentally too. This positive state of mind is at the heart of brand communication. Feeling upbeat and positive is achieved by this energy boost.

The bold and distinctive identity captures the ‘UP’ feeling graphically by placing it at the top of the logo. The lettering was crafted by London based lettering artist Rob Clarke. The design lets everything else on the pack play second fiddle to the identity. The products have to sell themselves from the shelf as advertising spend was minimal, so self standout was high on the list of success criteria.

The brand is emotionally warm and inclusive. Images that generate a feeling of positivity and joy are used in favour of people sweating away in gyms. This focus on the mental state of feeling Upbeat, give the brand a distinctive market positioning. The positioning reinforces the brand name and vice versa.

At Poet we believe that brands are recognised, not read. As such the new identity and communication strategy is the central tent pole under which a raft of new product launches will be undertaken in the new future. The identity is ultimately flexible and easy to apply. We developed a simple brand manual to accompany the artwork.

Upbeat is now available in Sainsburys, WHSmith and Virgin health centres among many others.