Kreative

Giving a producer's drink its brand, its pack and its pitch.

Project
Brand and proposition
Company type
Drinks brand, pre-launch
Listing
Private
Timeline
2023 to 2025
The Kreative can floating on the brand purple, Sparkling drink and Infused with CBD and vitamins beside the wordmark, 250 ml and 20 mg CBD at the foot

Introduction

Kreative is a berry sparkling drink with CBD and vitamins, made for the studio and the desk rather than the gym: something to reach for instead of caffeine and sugar when the work needs a clear head. It began with a music producer and a fourth can of energy drink at dawn. Our part was to make it a brand.

The campaign

Everyone’s born a creative. The trick is staying one.

Founder and brand director. A multi-platinum producer and DJ; the drink was born in the same studio as the records, after one late session too many on energy drinks.

The Kreative campaign figure, wild white hair and headphones, crouched over a Kreative can in red and blue smoke
Burna Boy holding up the Kreative artist edition can with his portrait on it, a street behind him

The pack

One wordmark and one purple, from the can to the case.

The front and the back of the Kreative can side by side on white: the wordmark down the purple can, and the nutrition panel with the K
The Kreative artist edition: a can painted with a portrait of Burna Boy in purple and gold, between the front and the back of the purple can
The purple Kreative can beside the artist edition can, its printed portrait of a performer in purple and gold, on white
Two purple Kreative cases of twenty-four cans on white, the wordmark across the front and the K on the end
The Kreative subscription box concept, the wordmark on a rippled purple box lit from the left

The concepts

The brand past the can: a feed, and a deck.

Two purple Kreative flags against a blue sky, the K mark on one and the can on the other
The Kreative Instagram profile on a phone held in a hand, the K on the avatar and the story highlights under the bio

What we did

Brand first, then everything the brand had to carry.

The pack could not be designed until the proposition was written: who the drink is for, what it stands against, and why the K. From there the identity, the packaging and the marketing plan came out of one system, and the same system went into the investor deck, so the drink an investor saw was the drink a shopper would pick up.

The tall fall off the snow-capped wall, the poster of the Teako Minerals hero film
Next case study: Teako Minerals
Project brief

Tell us what you want to win.

Tell us what you are building and when it has to launch. The right people will answer.

Which are you?

A founder reads every one of these. You hear back within one working day.

Rather be asked one question at a time? The full brief