'Elderbrook Drinks' Takes a Different Path When It Comes to Marketing
Mishal Omar — September 14, 2016 — Lifestyle
References: elderbrookdrinks & packagingoftheworld
'Elderbrook Drinks' takes a marketing route that is not very common for most beverage brands, let alone those that are designed to improve health.
After being exhausted with marketing and branding in the beverage industry that makes false or exaggerated claims to sell products, David Folkman and Craig Jones came together to form Elderbrook Drinks. The duo enlisted the creative agency '& Smith' to create the brand identity, with an aim to be as subversive as possible. The imagery on these bottles reveals vibrant abstract illustrations, but it is the claims -- or lack thereof -- that truly stand out. Rather than making grandiose statements about the benefits of the drinks, & Smith included quotes such as "not everlasting youth," "not anti-aging," "not life-changing." The drinks themselves use less sugar than most and are made up of some natural ingredients.
The subversive labeling rejects branding norms that overstate the benefits of health-related beverages, for more honest packaging that is much more likely to stand out to consumers.
After being exhausted with marketing and branding in the beverage industry that makes false or exaggerated claims to sell products, David Folkman and Craig Jones came together to form Elderbrook Drinks. The duo enlisted the creative agency '& Smith' to create the brand identity, with an aim to be as subversive as possible. The imagery on these bottles reveals vibrant abstract illustrations, but it is the claims -- or lack thereof -- that truly stand out. Rather than making grandiose statements about the benefits of the drinks, & Smith included quotes such as "not everlasting youth," "not anti-aging," "not life-changing." The drinks themselves use less sugar than most and are made up of some natural ingredients.
The subversive labeling rejects branding norms that overstate the benefits of health-related beverages, for more honest packaging that is much more likely to stand out to consumers.
Trend Themes
1. Authentic Marketing - Embracing honest and transparent messaging in branding and marketing to stand out in the beverage industry.
2. Minimalistic Packaging - Using simple and straightforward packaging designs that break away from traditional marketing tactics for health-related beverages.
3. Subversive Branding - Employing unconventional and provocative branding strategies that challenge the norms of the beverage industry.
Industry Implications
1. Beverage Industry - Opportunity to disrupt the beverage industry by offering authentic and minimally-packaged drinks that prioritize transparency and stand out from competitors.
2. Creative Agency - Potential to provide innovative branding solutions, creating subversive and minimalistic packaging designs for beverage companies looking to differentiate themselves.
3. Natural Ingredients Suppliers - Chance to partner with subversive beverage brands to supply high-quality, natural ingredients that align with their honest marketing messaging and appeal to health-conscious consumers.
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