Deliverables: Brand Strategy, Repositioning, Brand Platform, Visual Identity, Packaging Redesign
In 2014, FRANKLY set out to shake up the juice market for good. Fast forward, and their organic cold-pressed juice has become the category standard. To stay fresh and keep up their competitive edge, the good people of FRANKLY looked to “stand out and get in front, once again. And they had just the right idea and products to do so.
Time for a Time-Out
Never before have so many people suffered from anxiety, inability to cope, or burnout. Consequently, FRANKLY has stepped up to encourage physical well-being and highlight the importance of mental strength.
The products are still organic and outstanding. Only now, they have a purpose: encourage people to prioritise mental well-being through honest and genuinely healthy juices. This new strategic brand position is summed up in their tagline, ‘FRANKLY SPEAKING’. It’s encouraging, sincere, and speaks of transparency at the same time.
“We focus more and more on mental health in a stressed-out society. Our juice is our medium for making people feel better. Now, we got the tools to tell our story in the best way possible.”Ann Forup Helmich, Chief Marketing Officer at FRANKLY
“FRANKLY avoids the corny, fake and high-(p)reaching statements. Rather, they move a little closer to home with a design that promotes a genuine health agenda. You’re a better of you, when you feel good about yourself.”Lobber Levin, Senior Strategic Writer at EVÉRLAND