Getting real about pop
What we did:
- Brand Strategy
- Creative Strategy
- Verbal Identity
- Visual Identity
- Brand World
- Brand Guidelines
The Brief
Help us take on mainstream pop as the go-to alternative refreshment for all moods, occasions and lifestyles.
The Insight
We’re all too focused on instant gratification, we forget to see the bigger picture. Pleasure in the moment can often mean pain later down the line and feeling really alive becomes harder and harder to achieve.
The idea
Get real
Burst Big Pop’s bubble with a culture of refreshing honesty.
Hip Pop was known in the gut health space for its repertoire of bold flavours and real ingredients. But after 6 years in the biz, they were still thirsty. It was time to break free from the confines of the wellness category and take on Big Pop.
The polar opposite to social media’s polished reality, Hip Pop is a brand that’s best enjoyed live and in the moment – with friends and without filter. Because everything’s more satisfying that way.
The new brand strapline ‘Get real’ encapsulates Hip Pop’s refreshing attitude. A wake up call and rallying cry, the line celebrates real, unscripted experiences, calls out the ‘fakeness’ of mainstream competitors, and heroes the real ingredients that go into all their drinks. No Diets, Zeroes or false promises. Just really good pop.
An amplified evolution of their previous ‘scoby’-inspired logo, the new mark is braver, more impactful, and acts as a subtle nod to the gut-friendly ingredients in the drinks. Split across two lines on the can, ‘Hip Pop’ proudly frames the fruit that feels almost alive, as if it’s bursting straight from the can.
Hip Pop now packs a punch on shelf. A far cry from cliche muted pastels, the combination of clashing colours for sodas and cream for kombucha, paired with a consistent black identity add a generous splash of attitude. All while making each range and flavour easier to spot and shop, in store and online.
Channelling the founders’ Kenny and Emma’s no-nonsense attitude, Hip Pop’s sweet and sour tone of voice is realistic, authentically northern, and not afraid to call out competitors – but always with an optimistic after taste.
“Hip Pop needed an identity to take them from a challenger to a leader. The new design is an explosion of fun, energy and attitude, while having the flex to extend beyond the cans into a wider brand world. It’s now a brand that can grow and evolve with them.”
Craig
Senior Designer
The wider brand world brings Hip Pop’s unique outlook to life across advertising, social media and activations, reintroducing themselves as advocates for pop done better.
As featured on:
“The Robot Food team have been a joy to work with and as fellow ambitious northerners, they just got what we’re all about. They’ve pushed us to create a new positioning that really sets us apart and the new brand not only stands out, but offers us the category leadership we hoped for. The branding has already been directly responsible for unlocking key new retail partnerships and the feedback has been unanimously positive.”
Emma Thackray
Co-founder — Hip Pop
