HOW A TINY COMPANY THIRSTING FOR SUCCESS ADDED A BIG INGREDIENT: BRANDING
Out of the blue, or in this case green, we received a call from a small company called TUICE. When we say ‘small’, we mean three university students who have concocted two juices. But their ideas and ambition are big.
With encouragement and support from the University of Loughborough, the students had developed a healthy ‘lifestyle’ drink that not only tastes great but also could help you lose weight and improve your metabolism. “It’s the green tea that does it,” revealed Jerelle Oroko, Tuice Co-Founder.
So far so creative, and there’s an attractive unique selling point in the green tea angle, but what about marketing? The TUICE team had been persuaded it was time to get professional about brand identity: that’s when they got in touch with Darwin Branding Consultancy.
QUIRKY IS DIFFERENT, DIFFERENT IS BETTER, BETTER IS VALUABLE
The drinks, laden with natural fruit juices, are delicious (Apple, Honey & Chocolate, and Lavender, Lychee & Pear since you ask) and the lads’ sheer dynamism and ambition are persuasive factors. All of which helps strengthen the marketing cause.
The sheer quirkiness of the whole set up also possesses a peculiar appeal: here is something original in its inception, background, content and presentation. Quirky can have its pitfalls of course, because nobody can feel 100 percent confident about something they’ve never seen (or drunk) before, but being different can be valuable.
Better still, being different in the marketplace can give you enough traction in peoples’ minds to get your brand established quickly. If you handle it wisely.
We assessed the scale of the opposition in the juices market (think Innocent, for one monster brand out there). The team raised its sights and its game and started considering media beyond Instagram, Tweeting and virtual videos on the TUICE Facebook page.
How can you go anywhere if you don’t know where you are?
We interviewed the TUICE team in our usual manner, to help clarify:
1. THE MOST IMPORTANT GOALS
2. THE UNIQUE DIFFERENCES BETWEEN THE PRODUCT AND ITS RIVALS
3. THE TARGET MARKET
4. THE MARKETPLACE, TRENDS AND CHANGES
5. THE MAJOR ATTRACTIONS FOR CUSTOMERS
6. POTENTIAL PITFALLS AND BARRIERS
Calm consideration generated even more confidence: the admirable but slightly hazy, long-term goal of TUICE being offered in major fast food outlets and supermarkets UK-wide, and becoming a national brand, started to come more into focus.
Together we agreed that the TUICE identity should reflect an artisan approach that is straightforward, relaxed, refreshing and happy (a bit like the lads themselves). A proper brand is taking shape, with a distinctive, relevant look and tone of voice.
“Darwin are amazing! We have built a relationship that shows they really care for their customers. They work to the highest standards and provide a very easy and reliable customer experience. Whenever I need any sort of branding work done or advice, I contact them as soon as possible and would never hesitate to push their services to someone else! ”
Jerelle Okoro, Co-Founder/Creative Director, Tuice
What happens next?
Labelling and packaging will shortly go into production. The TUICE team have gained a clear idea of where they stand in the market, and where they’d like to be in the short, mid and long term. With assistance from their university they continue to pursue their dream. And you know what? They have enough solid brand values to help them make it a reality.