Feel Good quenches millennial thirst

After being purchased by Nichols PLC (owner of Vimto) Feel Good were in a position for change. With no added sugar, 100% natural ingredients and the backlash against sugar, Feel Good set their sights on a new millennial target, thirsty for better-for-you drinks brand with a difference.

For many, Feel Good was seen as a ‘grown-up’, non-alcoholic alternative to your standard fizzy pop option. We stepped in to lead in the creation of a brand new identity and packaging design that would generate reappraisal and bring some relevance back to the brand.

It’s ‘no nasties credentials’ meant that Feel Good was perfectly suited to target millennial women; a demanding group of (fairly) health conscious and aspiration 20-30 something year olds. Savvy and too-well informed to fall for gimmicky claims, these ladies were lacking in loyalty when it came to brands but motivated by a show of sincere authenticity.

In order to resonate, our design had to show Feel Good as a brand with integrity, deliver purpose for consumers to get behind and help re-establish their ‘Drink Good, Feel Good’ mentality.

Starting from scratch with only the name, we stripped design right back and replaced worthy-on pack call outs and misaligned illustrations with clear, concise messaging. Key to the entire rebrand was the creation of the droplet brand mark; a constant symbol to carry across Feel’s Goods complete range of products. And rather than follow the traditional conventions, we instead chose to be contemporary by allowing a flexible colour palette to communicate flavour and range.

Fewer restrictions and buckets more confidence allowed for the perfect springboard for exciting new product ranges. More freedom could be had when it came to designing Feel Good’s range of children’s juice, ‘For Kids’. This was as much a brand from millennial parents as it was for their young children. We brought in British illustrator, Tracey English to lend her beautifully bright and textured illustrations to the storybook aesthetic of the range.

With Feel Good reformulated and relaunched, our next task was to create a sub-brand identity for new product ‘Infusions’ – an all-natural, lightly flavoured spring water intended for millennial women looking for hydration but left uninspired by water and wary of sugary alternatives.

We took the core design and evolved it, stripping back even further with a transparent label and only a hint of colour to suggest a subtle flavouring. Simple but stylish, ‘Infusions’ feels relevant and exciting as a range and sets a precedent for the Feel Good brand going forward.