Branding- and Packagingdesign of the Botanical Fizz TYME OUT incl. concept and strategy.
1. Brand: Tyme Out, Product: Botanical fizz, Relaxation drink, Soft drink
A drink that gives you a break from everyday life, lets you relax without getting tired or feeling intoxicated (effect of the herbs)
It is sugar-free, only slightly sweetened and contains only natural ingredients. It is herbal-based, without the addition of alcohol and can therefore be enjoyed by all generations - from young to old.
2. New type of product niche in German-speaking countries, which makes it all the more difficult for the potential target group to understand this product. The benefits have not yet been learned, there are no reference products. An additional difficulty was to set oneself apart from conventional simple lemonades on the one hand and not to be compared or possibly confused with the opposing energy drinks on the other hand.
The problem with the rebranding of the old product was that the necessary product information was not optically legible beforehand. Furthermore, the USP - its effects and benefits - was neither exposed nor explained. The potential customer may not feel that he has been picked up, he did not know what makes the drink so special - the product did not attract attention, it went under on the shelf.
The problem was solved as follows: With a new, explanatory international wording, supported with the help of illustrative herbs (ingredients) and natural pastel colors (health aspect through naturalness), the problem was also solved in terms of appearance. At first glance you can see what kind of drink it is, what flavor I can expect based on the herbs, as it now describes the benefits and effects.
The doodle comic style in the design connects its target group in a charming, modern and emotional way and thus receives a high recognition value that can be scientifically proven.
The biggest highlight so far is that the product was listed in retail right from the start and that many other corporations are interested. A good way to establish a completely new product on the German market.
More details about the project: https://www.instagram.com/daniela.merkel.design/