Funkin provides 100% natural pureed fruit cocktail ingredients. The Funkin Pro range is loved by bartenders and mixologists worldwide, but the company needed to communicate its proposition more clearly to consumers and trade buyers to establish a new category.
Blue Marlin were briefed to redesign the packs, and they started by changing the name of the consumer range from Funkin Puree to Funkin Mixer, instantly clarifying its purpose. They designed colourful graphics on both the pouch and the carton to heighten the sense of sophistication and style, and the purity and premium nature were clearly communicated by the stand-out ‘100% Natural’ brand claim.
Upon launch of the new design, sales immediately increased and have since risen steadily and ahead of forecast. By June 2011, volume had increased by 61% - equivalent to around £1m in value. Funkin has gained listings with major retailers including Sainsbury’s and Tesco, and is stocked by trade buyers and wholesalers nationally, as well as companies in the travel sector.
The DBA Design Effectiveness Awards recognise the return on investment that a coherent, well-thought-out and professionally executed design strategy can achieve.
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