Feel Good

Branding & Packaging


Becky, our client, said,

“Our drinks have no added sugar, are 100% natural and exactly what millennials have been thirsting for. Can you give us a rebrand as refreshing as our product?”

After being purchased by Nichols PLC, Feel Good were in a position for change.

With its ‘no nasties’ credentials, Feel Good looked to target millennial women and asked us for a rebrand that would show the brand as one with integrity, deliver purpose and help re-establish Feel Good’s ‘Drink Good, Feel Good’ mentality.

After stripping design right back to just the name, we replaced worthy on-pack call outs and misaligned illustration with clear and concise messaging to convey the honest and purity of the product.

Key to the entire rebrand was the creation of the droplet brand mark. The flexible colour palette not only works to denote flavour but means that mark can easily be adapted for future product development.

Fewer restrictions and buckets of confidence allowed the perfect springboard for exciting new product ranges.

‘Infusions’, Feel Good’s all-natural, lightly flavoured spring water, is an inspiring alternative to the sugar-loaded flavoured waters on offer. So we heroed the core identity, but stripped back design even further, using a transparent label and only a hint of colour to suggest the subtle flavouring of the water itself.

Feel Good’s ‘For Kids’ range needed to appeal to both millennial parents and their little ones. So we created a storybook aesthetic with help from British illustrator, Tracey English. Tracey’s beautifully bright and textured illustrations feel tactile and natural, bringing packs to life with tropical scenes and cute animal characters.

“Robot Food were able to really get under the skin of our target consumer. The new packaging is vibrant and full of vitality – it just makes you feel good!”


Becky Unwin  — Senior Brand Manager at Feel Good

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