Global Functional Drinks (GFD) has launched a new generation of soft drinks named Freshbe, with colourful design by Identica.
Freshbe is described as a high quality range of soft drinks. The full range includes five unique flavours in the UK and US markets: Mojito, Cosmopolitan, Pina Colada, Sex on the Beach and Strawberry Margarita Light (UK) / Mai Tai Slim (USA).
Sergey Stepanov, international marketing director at GFD, said: “Identica worked quickly, using the research and market understanding we had gathered, to diagnose what was required to make this opportunity fly. Their strong strategic, design, production, and project management skills meant we were able to relaunch our brand with a revised brand name and a brand new identity in record time. We are looking forward to strong sales as we move towards global roll out.”
Associate creative director at Identica, Mike Nash, added: “We focused on introducing a much greater level of appetite appeal into the packs, and brought the sophistication of the product fully to life on each pack through careful styling of the brand name and associated on-pack language. We also concentrated hard on giving Freshbe a strong shelf stand out, given it’s a new idea in what is a crowded and highly competitive category.”
