THE CHALLENGE
CoolBest, a well-established Dutch juice brand known for flavour and quality, was entering the cold-pressed space, a category dominated by minimal and serious aesthetics, typically appealing to a more adult, health-driven audience.
The challenge was to hero the brand while breaking category codes, appealing to a younger audience, and making it relevant for kids without losing credibility.
CoolBest, a well-established Dutch juice brand known for flavour and quality, was entering the cold-pressed space, a category dominated by minimal and serious aesthetics, typically appealing to a more adult, health-driven audience.
The challenge was to hero the brand while breaking category codes, appealing to a younger audience, and making it relevant for kids without losing credibility.
THE INSIGHT
Mornings don’t have to be functional.
They can be playful, nostalgic, and full of personality.
Mornings don’t have to be functional.
They can be playful, nostalgic, and full of personality.
THE IDEA
Breakfast in Action.
Inspired by mom’s smoothies and 50s comics, we created a bold and expressive world where breakfast becomes something to enjoy and engage with.
Three oatmeal-based variants come to life through a vibrant visual language.
Something fresh and colourful to drink and to read every morning.
Breakfast in Action.
Inspired by mom’s smoothies and 50s comics, we created a bold and expressive world where breakfast becomes something to enjoy and engage with.
Three oatmeal-based variants come to life through a vibrant visual language.
Something fresh and colourful to drink and to read every morning.
THE RESULT
A distinctive identity that stood out in a juice bar-inspired sea of sameness, reconnecting the brand with a younger audience and opening a new territory for future extensions.Shortly after, CoolBest was sold and decided to focus on a more commoditized expression of the brand. Regardless, this project remains an example of how to stretch towards a different consumer while preserving the brand's own personality.
A distinctive identity that stood out in a juice bar-inspired sea of sameness, reconnecting the brand with a younger audience and opening a new territory for future extensions.Shortly after, CoolBest was sold and decided to focus on a more commoditized expression of the brand. Regardless, this project remains an example of how to stretch towards a different consumer while preserving the brand's own personality.
Client: Friesland Campina
Agency: Design Bridge
CREATIVE DIRECTOR: Jason Kempen
DESIGN DIRECTOR: FABIO MILITO
SENIOR DESIGNER: JACQUES MACKAY
Agency: Design Bridge
CREATIVE DIRECTOR: Jason Kempen
DESIGN DIRECTOR: FABIO MILITO
SENIOR DESIGNER: JACQUES MACKAY
