David Folkman and Craig Jones quit their jobs at innocent Drinks to start Elderbrook Drinks in 2015. Their new brand, created by & SMITH and We All Need Words, calls out the overclaims of big sugary soft drinks and squash, and gently mocks the latest health fads. Elderbrook Drinks send cordials by post and you can also buy them in independent shops.
Dan Bernstein, Creative Partner, & SMITH said: “It would’ve been easy to make Elderbrook’s design pure and ‘my-body-is-a-temple’ simple. But when big, sugary soft drinks are trying to show how ‘healthy’ they are, we had to raise Elderbrook’s game and do something different. The design is bold and uses the work of young illustrators in a whip-smart, grown-up way.”
Rob Mitchell, Co-founder, We All Need Words said: “If you believe what you read on the bottles, every flavoured water and fizzy drink will make you a better person. For Elderbrook, we’ve consciously jumped off the health food bandwagon. The tone is deliberately straight-talking. You won’t find lots of health claims or ‘aren’t we kerazee’ banter here. And we banned the word ‘superfood’ from the start.”
The identity showcases the work of young YCN illustrators Enrica Casentini, Ana Jaks and Quentin Mongue. Elderbrook has plans to champion new illustrators as the company grows.
Touted as a ‘better-for-you-cordial’, Elderbrook doesn’t pretend to be full of your five-a-day, turn you into a yogi in one sip, or give you Popeye’s muscles. But it does taste good and it is better for you than most spoonfuls-of-processed-sugar soft drinks.
So don’t call it squash, OK?
Source: & SMITH
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