Fuel the Flow
Noodl
WHAT WE DID
Category Audit & Positioning | Naming | Pack Concept & Pack Hierachy | OOH concept | Rollout into Social
HOW IT WENT
Functional drinks are taking the better-for-you category by storm. Our work with hydration stick brands and challenger soda’s in US revealed a clear white space for a great tasting soda that’ll satisfy your craving for an on-the-go thirst-quencher while blancing busy minds with brain boosing benefits.
The Challenge
We wanted to introduce the magic of mushrooms to the functional soda category, attracting a millennial and GenZ audience with a product that feels like a treat and works like a charm. We knew that taste had to come first as the primary purchase driver - but we didn't want to lose the all-important function of ingredients like Lion's mane and Reishi which balance busy minds, supporting focus and sleep.
The Approach
Having worked extensively with a myriad of hydration supplements and functional soda brands, we knew our biggest challenge was steering clear of swimming in the category 'claim soup'. Our messaging is clear and direct, speaking to those, who like us, work in roles where brain function could be the difference between your next brilliant idea or a day of doomscrolling. Our design is a peek inside the busy mind of a creative, or entrepreneur - reaching for a lift, a moment of calm, or a tasty treat to break up the day.
The Outcome
A bright, shelf-popping, eye-stopping design that breaks the mould of minimalism in the functional drinks category. From brand name to bubbling callouts, function and flavour go hand in hand for a playful design that easily translates into a wider marketing campaign.
