19/08/2019 – News / Beverages / Number 1 / Brandality / Energy Drink / Natural / UK
Brandality rebrands premium canned natural energy drink and mixer, Number 1
Independent UK-based branding and design agency Brandality has created a new identity and packaging design for Number 1 – a premium, zero sugar and calorie sparkling, functional drink, powered by energy-enhancing ginseng, B-vitamins and biotin.
Number 1 is the brainchild of former beauty industry expert Simon Gook – also a keen cyclist, who wanted to create a hydrating, natural functional drink that would fill a gap in the market between sparkling water, vitamin drinks and sugary, carbonated energy drinks.
The new packaging design includes clear nutritional credentials and a graphic wave element to signal hydration.
“Number 1 came to us with a fantastic product, but the packaging didn’t communicate to consumers what the drink was, or why it was so special,” said Brandality’s founder, Adam Arnold.
“We used a combination of consumer workshops and market analysis to distil Number 1’s brand positioning and key USPs to create impactful branding that is premium and fresh-looking but also clearly communicates its natural energy proposition.”
When Gook originally launched Number 1 – a natural energy drink that can be enjoyed alone as a soft drink, or paired with spirits as a naturally-healthy mixer – he said the firm “made the mistake of using an agency that usually specialises in the perfume business”. “While it created stylish branding and packaging, it was so minimalist that no-one knew what it was, or how it was different to other sparkling drinks on the market,” he admits.
“I had two or three meetings with Adam and his team, and the creative direction evolved from there. The feedback on the new cans has been absolutely phenomenal.”
Number 1 relaunched at the 2019 Monaco Grand Prix in the South of France, where it was available on super yachts, terraces, tender and limousine transfers and at the legendary Grand Prix After Party. In July it partnered Monte-Carlo’s first-ever wellness and fitness event – the In Your Element Festival.
In the UK, it is currently being test-marketed in Chelsea, London, with plans to expand distribution to the major multiples and on-trade.