Genie Drinks, the innovative producer of delicious and award-winning vegan kombuchas and probiotic Live Sodas, has undertaken a major rebrand after appointing strategic brand agency Bulletproof, following a review run by Creativebrief.
This comes as part of its strategy to become the market leader of the burgeoning adult softs and kombucha categories and to establish itself as a genuine competitor amongst the biggest players in the mainstream soft drinks sector.
The redesign encompasses all elements of the brand, including the packaging, website, and social media presence, and will also see Genie Drinks’ range of three award-winning kombuchas repackaged into sustainable cans. These changes will grow market share by increasing rate of sale and distribution by radically shaking up the brand’s on-shelf presence, as well as increasing engagement and trial by powerfully communicating its ethical ethos and unique offering.
Genie Drinks’ simultaneous move to sustainable cans is a significant step in fulfilling the company’s goal to be 100% sustainable and 100% ethical. This standpoint is of increasing importance to consumers and stockists and is at the heart of the brand. All the Genie Drinks ingredients come from ethical suppliers with regular checks on the supply chain. Genie Drinks avoids plastic where possible and produces all its drinks in the UK for lower food miles. The company is currently working to become a carbon neutral brand by 2023.
In addition to being responsible for the rebrand, Bulletproof have also become a shareholder in the Genie business.
Alex Webster, Co-founder of Genie Drinks commented: “Genie Drinks is on a mission to provide consumers with a genuine alternative to the traditional, sugar and sweetener filled soft drinks that dominate the soft drinks category. Our rebrand has been undertaken to powerfully communicate our unique offering in the market to consumers and stockists so that we can challenge the biggest players in the sector, grow market share, and provide drinks that deliver no-nonsense health benefits without compromising on taste.”
Jamie Gandee, Creative Director at Bulletproof, commented: “The adult soft drinks market is constantly shifting. Health and wellness is shaking off its privilege and becoming less restrictive, more balanced. Genie Drinks make unfussy sodas with that little bit of magic at the heart. They exist to stand up against the soda giants and niche players with a straight-up, relatable attitude that speaks to actual humans, helping them live well on their own terms – no judgement. The identity needed to match – so we elevated the brand to connect on an emotional level, cutting through the noise with an informal, approachable identity.”