The global drinks brand, which only uses Organic and Fair Trade ingredients, appointed The Clerkenwell Brothers for its consumer research, repositioning, brand refresh and new packaging.
At the end of 2019, established brand Little Miracles engaged The Clerkenwell Brothers to find out what exactly their customers wanted to drink next and why. Extensive quantitative and qualitative research found that there was consumer demand for a low calorie, low sugar, sparkling drink that satisfied the taste buds, and came in environmentally conscious packaging. The research encouraged the brand to make the move into 100% recyclable aluminium cans and to develop a new formulation of a lightly sparkling organic blend of fairtrade fruits and teas.
However, Founder Frederik Senger didn’t stop there, pledging that the launch of the two new sparkling ice teas would be the first step for Little Miracles to become plastic-free by Summer 2023.
As part of the branding process for these new products, The Clerkenwell Brothers also looked to update the brands messaging and key visuals alongside the packaging application. While the logo was left untouched to ensure continuity with the brand’s other products, the brand world was updated to have a more fresh and zingy appeal. This was done through a new colour palette and updated typography which ultimately allowed the brand to have more flexibility in exploring a wide range of flavours and products.
Alice Dobbie, Chief of Art, said: “The way in which we approached the design was heavily influenced by the new strapline; Awaken Nature. We loved how perfectly this captured the brand’s progressive, optimistic ethos as well as the uplifting quality of the drink itself.
We wanted this to be reflected equally in the visual design, which we achieved through the invigorating colour combinations inspired by the energising ingredients and flavours. The composition of the foliage illustration, by Vicki Turner, appears to be ‘growing’ outwards from the front-of-pack, surrounding the capsule-shaped container to again reinforce the idea of ‘Awaken Nature’.”
Faraz Aghaei, Creative Director at The Clerkenwell Brothers, said, “This was an incredibly exciting project to work on, particularly in terms of the process we went through and the impact it’s already having on the brand. Starting off with consumer research, moving through product development and brand positioning, messaging and then identity, we were able to build the brand’s future by grounding it in clear data and insights. Little Miracles had already achieved great success focusing on brilliant tasting products which were better for the planet and people. This next step in their brand journey was a natural evolution for them, and a nod towards consumer demand for plastic-free packaging.”
Commenting on the new packaging and identity, Little Miracles’ founder Frederik said “To me, it feels like a new beginning for Little Miracles. We have been ecstatic to show the new branding to the world, not least our global partners. Everyone single one of them, with no exceptions, has decided to launch our new sparkling range. This is a strong testimony to the brand having instant global recognition and appreciation. I believe The Clerkenwell Brothers have created a beautiful brand, with deep roots in the brand DNA and provided a brand architecture which can support our continuation of exponential growth.”
Source: The Clerkenwell Brothers