Our Creative Director Sam Stone talks about the approach we took when branding a reclaimed produce drink, Flawsome!

What are the major problems you can see facing start-ups at the moment? How important is having a story when launching a new brand?

New start-ups need to make sure that, whilst being a small fish in a big pond at launch, they have considered and developed a longer-term strategy and ambition for their brand that ensures they can’t get copied or overshadowed by a bigger fish. This means having a strong story, a crystal-clear vision, and values that your identified audience can truly believe in.

You led the rebranding for a juice start-up. How could you be sure the new branding would work, especially given Flawsome! originally had a rocky launch?

Before Coley Porter Bell became involved with the project, the product had a different name and story that was too easy to imitate.

The product idea was to use fruit juice that would have gone to waste due to its ‘imperfect’ shape, coupled with a bigger social idea that we should celebrate our flaws and imperfections in all forms. We encapsulated that idea in the new name Flawsome! Flawed…but awesome…

We added creativity, imagination and a strong cause to the brand’s reason for existing. This provided a story that could extend into all manifestations of the brand.

Where do you see the brand going next?

Once the brand has had a chance to firmly establish itself with consumers as a great product – which it is – there are plenty of opportunities ahead for innovation.

We are now developing a canned sparkling fruit juice made from ‘imperfect’ fruit, and we are launching a new campaign to regenerate community areas like sports pitches and parks. I could easily see Flawsome! celebrating and promoting diversity, imperfection and difference in all forms.

Any top tips for those starting out, especially when taking on competitors in an established space?

Make sure you have a future-proof plan. You can do that by being clear that your unique point of difference in the category is purposeful and resonates with your intended audience. Don’t be afraid to test early thoughts and ideas with your audience; let them participate, adopt the brand as their own and share their ideas with you and their peers. Be patient, take baby steps, let the idea grow and develop organically.

Which element of the design are you most proud of and why?

I love the fact that, once we had established the core idea for the brand, we created all the assets for the brand from waste products. The brand identity and product illustrations were montaged from letters and pictures cut from old magazines; and the product displays and pop-up promotional events were all made from old fruit crates and material that would have ordinarily gone to waste.