Role: Brand and content strategist, writing product, website and TOV guides.
The challenge: Create two brands for a similar product aimed at young adults, and parents for their kids.
The insight: Kids want to be proud of their lunchbox, health-conscious adults want to feel proud of their diet.
Brand and content with two different tones of voice were developed with the founder.
A universal mission:
Welly is shaking up healthy habits.
A sense of ease in using both products:
Rip, tip, shake, sip.
And a product benefit that pushed the health claims made in the industry:
Ingredient 1, ingredient 2, ingredient 3, 4, 5, 6
& NOTHING ELSE
Our product stands out on two levels. Firstly, it showcases the natural nutrition of up to 8 fruits and vegetables in each sachet. Secondly, it exudes sincerity and simplicity, setting it apart from other brands that tend to overstate health benefits.
Kids will choose a lolly pineapple over the real thing.
An insight from five-year-old Finn led the decision to make the fruit and vegetables seem as sweet and fun as possible for kids.
Welly masks natural fruit + veg for kids in a tasty powdered form, shakeable into smoothies and juices.
For purchase the brand identity needed to prove the realness of fruit and vegetables in Welly, while making them seem fun to kids who'd use the product.
Packaging was designed for a child's enjoyment, creating a memorable phonetic for how to enjoy; rip, tip, shake, sip.
Trusting new health-centric brands is essential to adults. This insight led to transparency becoming a key brand and tone strategy.
The company's production is transparent, and the benefits are apparent. If you're confident and clear about your product, less is more.
Which drove us to a single-minded proposition that didn't hide.
"100% plants. Nothing else."
The minimalism also helped define the adult and kid versions.
Using colour and naming each flavour worked for adults. Inentional and transparent.
