EUROKY
Strategy // Creative // Packaging
Scenario
Our client asked us to develop the brand identity and packaging design for a new beverage, called Euroky. The beverage offers more health benefits than a traditional energy drink, and as such, they wanted to position it as the world’s first true vitality drink — a clinically-proven beverage that contains energy, rejuvenation, immunity, and cognition benefits
Practical Approach
With “vitality” a word energy drinks currently use, the traditional solution would be to position the beverage as an “energy plus” drink. In our research, however, energy drinks containing additional health benefits were an increasingly crowded category and risk being seen by our target consumer as pseudoscience.
Our Practically Dangerous Solution
Through additional research, we found an interesting paradox that led to our insight and brand positioning.
We are currently at a 30-year high for people reporting how stressed they are in their lives. Yet, we have more wellness and energy products than ever before in the history of mankind, all promising to make our bodies and minds healthier and more productive. If that’s the case, why are we all so damned tired, stressed, and burned out?
Our goal was to position Euroky as the answer to that question. There is a vitality gap in our lives — between energy and the joy of a full, vibrant, and healthy life. It was about being much more than a short-term energy boost, it was about longevity and unlocking human potential.
It was about positioning Euroky as your key to complete vitality, with a brand promise of “Live Your Vibrant Life.”
Package Design
Our creative direction for the primary and secondary packaging was designed to evoke an elegantly vibrant feeling. Its clean, minimalistic, and modern design strikes a balance between art and science, highlighting the key building blocks of the brand without sounding overly clinical.
Outfitted with a comprehensive brand guide and the primary and secondary packaging that we created, the client recently held a launch party in Miami. Euroky is officially off and running on building the promise of helping people unlock their true, vibrant lives.
