Simplee Aloe is a new to market Aloe Vera based drink. It’s unique because it’s made from Aloe Vera gel – not powder, and sweetened with fresh grape juice and natural sugars rather than refined sugar.
The brief was to create a confident youthful brand that evoked the positive attributes of Aloe Vera.
The Aloe Vera drink market in the UK is small and there isn’t an established brand leader, most brands feature generic photos of Aloe Vera plants and fail to express any benefit or point of difference.
Designers Anonymous’ strategy was to position Simplee Aloe as a ‘youth enhancer’ that offers that glow inside and out. This is confidently expressed by turning a cut/snapped Aloe Vera leaf into a smiley character. The brand message is continued on the packaging, where the character cheerfully promises “Feel the glow of Aloe”.
The Tetrapak packaging was designed with distinctive Aloe Vera leaves on all sides to increase brand awareness when held. A suit of leaf inspired icons were also developed to add cohesion to the brand, along with relevant copy such as ‘Drop by online’ – a prompt for social media engagement.
Launched on 24th March at the Food & Drink Expo at the NEC Birmingham, Simplee Aloe receive amazing feedback from buyers. They plan to go into full production in April with their first two flavours ‘Original’ and ‘Aloe Vera with Green Tea’.