Wonderfuel®
Over time, the squash category has seen decline in consumption from children, with health conscious parents choosing to give them water over squash. There is also concern that their children do not receive all the necessary nutrients from the food and drinks they consume. In response, Vimto® was determined to revolutionise the breakfast occasion, with the launch of Wonderfuel®, a functional mineral packed squash, designed to set families up to start the day the right way.
Brief
Create an uplifting and vibrant brand identity for Wonderfuel, which speaks to its benefit driven ‘better for you’ proposition, though a clear and impactful on-pack design system, that effectively communicates the hierarchy of benefits. The design needs to appeal to the needs of children as well as their parents, creating excitement about the fruity flavours whilst being clear on the health benefits.
Solution
Children are having an ever increasing influence on their food & drink consumption. A key aim was to strike a balance between appealing to them via the use of bright colourways, strong but friendly typography and playful fruit illustrations, but also appealing to the needs of their parents, via clear on pack benefit messaging. Ensuring these were front and centre at point of purchase was essential.
Although Wonderfuel is a sub brand under the Vimto umbrella, the ask was to make the range feel like a standalone offering, with the more subtle endorsement of the parent brand. Time was spent ensuring the weighting of the two elements was just right and variations of the logo were developed to prepare for a variety of eventualities and touchpoints.
For launch off pack, the ask was to dial up the synergy between Wonderfuel and the breakfast occasion. The chosen theme was based around sunrise and using the headline “set yourself up for a wonderfuel day”, a positive and friendly tone of voice was established for the brand. A series of bold but flexible headline lockups were developed to ensure the design could easily be adapted across a variety of formats and touchpoints. A series of other callout graphics were produced to ensure the product benefits were always on.
Wonderfuel initially launched in Tesco, Morrisons and Sainsburys. In September, a dedicated TV ad is due to go live across all major broadcast VOD such as ITV X, All 4 and Amazon Prime, targeting the key back-to-school reset moment. Live for 10 weeks, the ad aims to reach over 7.5m consumers.
Designed in partnership with the creative team at Vimto. ©Nichols PLC