Re-launching a healthy beverage
Two years ago, Preventiv Water launched the first resveratrol beverage in the market. Resveratrol, the anti-oxidant in red wine, holds significant health benefits, including anti-aging, anti-inflammatory, and anti-cancer effects. Although the beverage had done well in its test market, Preventiv Water was interested in repositioning and redesigning their brand to create a more distinctive look and feel in an otherwise overcrowded functional beverage category. They wanted something that better educated the consumer about the benefits of resveratrol, and which could set the platform for a strategic innovation pipeline for future growth. Preventiv Water asked Dragon Rouge to help in repositioning and redesigning their brand.
Fueling positive momentum
Dragon Rouge identified both the priority target and the brand idea: fueling ‘positive momentum’ for a healthy lifestyle for the target consumer who tends to be proactive in their lifestyle and attitude when it comes to health management. We removed all former associations with alcohol (flavors were formerly named ‘Pomegranate Pinot,’ ‘Cabernet Grape,’ and ‘Berry Bordeaux’) that added to confusion. A simple visual chart was also created on the back of the bottle label to showcase unique health benefits in a clear, meaningful way. The name is short, memorable and easy to pronounce. With a 3-letter string word, EVR lent itself to a bold and distinctive logo treatment and inspired simple yet impactful packaging.
Spreading across the states
The platform for expansion now firmly in place, EVR is doing just that: expanding. Having re-launched in Sept 2010, the drink is now being stocked by the Whole Foods Market, greatly raising its profile across several states in the US. From a design perspective Dragon Rouge has received overwhelmingly positive responses; and been commissioned for several projects on the back of it.
Did you know?
One bottle of EVR has the same amount of the anti-oxidant resveratrol as a case of red wine.