Lifeplus, a leading supplier of high-quality nutritional products, approached PB Creative to create a new sports nutrition brand that would provide the company with an ownable and credible space within the complex markets of the UK, Europe and US.
PB identified a strategic opportunity for a sports nutrition brand aimed at individuals who see staying fit and healthy as a way of life, but can be intimidated by the supplements currently on offer which predominantly target serious sports enthusiasts, those wanting to build significant muscle mass or to lose weight.
We then went on to create a brand that is unisex, upbeat and aspirational, yet accessible The range is broken down into three sub categories under the headings: Focused, Sustained and Recharged, each designated for one of the three need states of a workout: pre, during and recovery.
‘Be’ puts the consumer at the heart of the brand and forms a call-to-action when combined with the three sub-categories: Be Focused, Be Sustained and Be Recharged. The human and upbeat tone of voice allows the brand to connect with consumers on an emotional level, encouraging and supporting a healthier and more active lifestyle.
Each sub category features a different colour shift, which represents the state of mind associated with that phase of a workout while linking back to the core colours of the Lifeplus brand mark. The mix of colour and a clean white canvas leverages the brand’s approachable and inclusive personality, combined with a fine metallic pinstripe background detail and simple icons that reinforce the efficacy of the scientific formulations and make each of the product benefits easy to understand.
PB also created the wider ‘Be’ brand world, directing photography, tone of voice and key visuals.
Single or double? A little tonic or up to the top? When it comes to mixing the perfect highball, we all know just how we like it. While cocktails-on-the-go are a great stopgap, they lack a certain bespoke sparkle. So, what can be done to move on from the ubiquitous one-size-fits-all version?
FMCG trade magazine The Grocer asked PB Creative to rethink the world of ready-to-drink (RTD) cocktails. Here’s what happened when our team of innovators got muddling…
Whether you’re watching the tennis with friends, relaxing at the beach or rocking out at a festival, being able to blend a beverage exactly to your liking and sip it from a glass feels so much more indulgent and rewarding than drinking straight from a can or a bottle.
We wanted to devise an interactive, refreshing and easy-to-use drinks ‘system’ with the emphasis on multi-occasion flexibility. The team developed the ’n brand, which reflects the way consumers describe their favourite tipple.
Going beyond the brief – which was to find a way for consumers to enjoy their drink just the way they like it – We created both a classic On-The-Go Spirit range and a premium On-The-Go Prosecco for the more descerning.
The spirit range comprises of a separate double shot of alcohol and 150ml can of mixer, which comes in a smart-looking injection-moulded glass, so the consumer can decide exactly how strong they want their tipple to be, served ice cold from the chiller.
The Prosecco range also comes in a classy tumbler, with a fruity mixer in the bottom – peach for a perfect Bellini, blood orange or grapefruit for a twist on the classic – and a screw-top bottle of bubbles on top.
Alongside the brand and packaging, we developed an out-of-home campaign that plays on the ’n logo, highlighting a variety of outdoor occasions to enjoy the range – Game, Set ’n Match with a G ’n T or Prosecco ’n Polo, for example.
Moodley’s is a Kent based micro brewery located near to the icon landmark; Toad Rock in Tunbridge Wells. The rock inspired the name for the breweries signature ale along side a range of beers that take their name from local geography. The owner of the brewery, Yudhistra Moodley likened himself to ‘Toad’ from the wind in the willows which teamed with the signature ale neatly lent itself to the basis of the brand redesign.
The brief simply asked that the new identity retained the look and feel of a small scale crafted beer which would allow differentiation across a range of packaging at a reasonable cost. PB created a characterful, hand drawn toad that alludes to the brewery location paired with a watercolour expression that delivers various colour blends to reflect the different flavour cues.
White Now toothpaste is 'the' cosmetic tooth whitening brand, delivering instant results through their trademarked 'blue light technology'.
PB creative we're commissioned to create a new structural & graphic solution for their entire portfolio.
The original packaging, in a completely transparent PET box which offered optimum visibility of the tube inside, was unique in the category but caused a high number of returns due to damage.
PB have created a new PET/Carton board hybrid structure which delivers high visibility of the primary pack whilst reducing the potential for splitting along the seams. The Window is framed by a powerful 'swoosh' device inspired by the Signal Brand mark, which runs consistently across all variants in the range creating a strong visual shorthand for the brand.
Both the box and tube are finished in a satin metallic with embossed elements on the secondary pack, culminating in a premium, cosmetic look that ultimately reflects the shine of the White Now users smile!
PB Creative for White Now, Unilever – April 2015
PB Creative have collaborated with Comfort to design an exciting new range of ultra concentrated Fabric Conditioners for Unilever.
Comfort Intense combines a range of four intense fragrances across three regional brands in an ultra concentrated formula, which delivers outstanding softness and amazing lasting freshness from just a tiny dose.
The creative challenge was to deliver a holistic 2D and 3D pack design that successfully embodied the benefits of the ultra concentrated formula and encouraged consumers to adjust their habits and use a much smaller dose.
The droplet inspired pack emphasises the concentrated essence of the product whist the explosive 2D design captures the sheer intensity, freshness and softness of each fragrance.
PB Creative worked closely with both the brand and packaging teams to ensure all facets of the design intent were upheld throughout production and implementation.
PB Creative for Comfort, Unilever – April 2015
Introducing TRESemmé Runway Collection giving you access to the ultimate Styling Kit developed by professional session stylists and used backstage at Mercedes-Benz Fashion Week.
A range of styling essentials designed by PB Creative, infused with disruptive professional-quality technologies, to create whatever volumised, sleek or curly / wavy look you can think of and keep it fabulous all day.
PB Creative for TRESemme, Unilever – March 2015
PB Creative have designed the new range of dry shampoos for Toni & Guy.
The four specialist dry shampoos, which sit within the existing Glamour, Classic, Casual and Creative collections, have been inspired by this seasons hottest fashion trends and brought to life on pack through the use of typography and colour.
PB Creative for Toni & Guy, Unilever – March 2015
PB Creative have designed a new range for the men’s grooming brand AXE.
The design for the White Label line is clean, refined and polished - an identity that drives the brand towards a sophisticated and new look and feel for discerning consumers.
Ben Lambert, Creative Director, PB Creative said: “Our new design is the beginning of an amazing journey for Axe. It’s a journey that takes the brand to a more sophisticated territory, using considered typography and clean, iconic variant communication.”
PB Creative for Axe, Unilever – February 2015
PB Creative have designed a new premium tier hair styling range for the male grooming brand Axe (known as Lynx in the UK) aimed at a mid 20's and upwards consumer. The new 'Platinum Series' was created to offer older guys a more understated matte look that the brand coined 'The Matte effect'.
The packaging delivers a modern and intriguing range utilising different structural formats to communicate different end looks.
A bright satin silver finish creates stand out on shelf whilst the contrasting matte black band and graphic offers a textural reference to the end look.
PB Creative for Axe, Unilever – 2014
PB Creative was appointed by Wing-Co parent brand Arla at the end of last year following a recommendation from a previous client.
It developed the name, tone of voice and visual identity for Wing-Co, a high-protein drink aimed at what Arla calles ‘Balanced Blokes’ – ‘everyday’ men in their 30s who ‘aren’t sucked in by lots of marketing rubbish’, according to PB Creative director Ben Lambert.
Lambert says, ‘We wanted to create a completely new look within the flavoured milk category, something iconic that would stand out, disrupt on shelf and ultimately make you smile!’
PB Creative created the strapline ‘shoots down hunger, fast’, and used an aviator ‘wingman ‘ character on pack, aiming to reflect the idea that the drink is always on hand for ‘hunger emergencies.’
PB Creative for Wing Co. Aria UK – April 2014
Using powerful branding to stand out from the crowd on bar, PB Creative have designed the new Strongbow Countermount which helps reposition the brand as a more premium, credible and masculine cider. The direct and impactful design also delivers refreshment through condensation and the central cut out provides visibility of the pour.
PB worked closely with the brand team and manufacturer to provide creative and technical support throughout the entire process ensuring the design intent was maintained throughout.
PB Creative for Strongbow, Heineken UK – May 2011
PB Creative have continued to develop the Bulmers brand by refreshing and extending their flavored cider range to include Bold Black Cherry and Pressed Red Grape along side rushed Red Berries and Lime, formerly No. 17.
Differentiation between the flavours was a key challenge as all three liquid colours are very similar. PB developed a system of core and accent colours which aids easy navigation whilst referencing the core ingredients of each flavour.
Bulmers continues to grow its flavoured cider market share in an increasingly competitive sector whist some of its key competitors are in decline.
PB Creative for Bulmers, Heineken UK – 2013
PB Creative have further extended the Bulmers cider range to include two exciting new flavours. Five Fruit Harvest and Indian Summer combine innovative ingredients with apples to create a contemporary blend of flavours at a lower ABV, perfect for those long summer days.
PB Creative for Bulmers, Heineken UK – 2013
PB Creative designed a limited edition cider for Heineken owned brand, Bulmers.
Bulmers is launching its celebration of 125 years of Herefordshire cider making with the introduction of Bulmers Vintage Reserve, a modern cider made from the finest blend of bittersweet apples grown in the UK.
PB Creative for Bulmers, Heineken UK – March 2012