Following the award-winning launch of the Vivid’s RTD matcha drinks last year, Vivid Unsweetened launches due to unprecedented national demand for green tea and low sugar drinks. The product contains 1 full gram of organic matcha green tea and zero grams of sugar and launches into retail with Boots on w/c 16th March 2015.
Vivid’s matcha premium grade matcha powder will be launched in a 30gram pouch (RRP £19.99) with a hook hole to support retailers in merchandising the product at its best.
The launches continue the long-term relationship between BrandOpus and Vivid Drinks, and follows the win of a Design Effectiveness Silver Award in February rewarding the commercial effectiveness of the agency’s work for the brand.
The design continues the idea that the iconography within the identity changes according to the individual character of each drink. A new colour palette has been introduced to reflect the purity and unsweetened nature of the new matcha products whilst differentiating from the existing flavoured range.
Paul Taylor, executive creative director at BrandOpus, commented, “We are delighted that the success of the Vivid Matcha brand has given us the opportunity to introduce these two new products to the range which will broaden the appeal of the brand to the more purist matcha audience.”
James Shillcock, founder of Vivid Drinks says of the launch, “Since our launch last year the matcha category and RTD tea has flourished but the market is crying out for an unsweetened, zero sugar product. With matcha and green tea booming we expect Vivid unsweetened matcha to very quickly overtake coconut water and the sugar-heavy vegetable and fruit juices. In terms of the matcha powder the dominant brands already in the market are ripping people off with poor quality at high prices. We’re offering the best quality and at a reasonable price point.”