8Global was asked to bring new life into a long-standing UCB soft drink brand, Spécial. We created a vibrant new image to match the brand’s colourful personality…
Brief Overview
The brief centered on revitalizing the Sparking Fruit Juice line while preserving the heritage of its flagship flavor, Pamplemousse. Our objective was to enhance the product’s appeal and market presence, ensuring that it resonates with both loyal customers and new consumers, all while honoring the brand’ established identity.
Our Response to the Brief
In response, we proposed a revitalization strategy that highlights the unique qualities of Pamplemousse while introducing fresh elements to attract a broader audience.
Idea & Contept
Spécial, a beloved brand with 50 years of heritage in Cameroon, is proud to announce the launch of its new international identity designed to captivate taste buds and inspire authentic experiences across Africa and beyond. With aspirations to compete on the global stage alongside renowned names like San Pellegrino, Spécial promises to deliver a refreshing journey through unique flavors that celebrate the richness of African culture.
In the development of this new brand, our team conducted extensive research to understand the triggers and motivations of our core drinkers. We discovered that consumers are not just looking for a beverage; they seek authentic experiences that connect them to their roots and introduce them to new flavors. This insight led us to craft our positioning platform: “A Flavor Explosion.”
A Journey Through Flavor
Spécial is not just a drink; it is an explosion of taste that encapsulates the essence of Cameroon. Our new range of beverages features carefully curated flavors inspired by local ingredients and traditional recipes, inviting consumers to experience a taste of authenticity in every sip.
Authentic Experiences
The tagline “Authentic Experiences” embodies our commitment to connecting with consumers on a deeper level. Spécial aims to transport drinkers beyond the ordinary, immersing them in the rich tapestry of African heritage.
Modern Branding
With a brand like Spécial it is important to convey a message of “fresh fruity flavours” to the target audience. Therefor we opted to use images of the actual fruits with complimenting colours to brand each flavour.
Join Us on This Flavorful Journey
We invite everyone to discover Spécial – a drink that not only quenches thirst but also nourishes the soul. With our innovative approach and deep respect for cultural authenticity, we are poised to make a significant mark in the beverage industry.
4 “Spécial” Flavours
Label Designs
8Global created various label designs to bring Spécial’s new flavours to life. Below are some concept examples.
Engagement Campaigns
It is important to integrate a new brand into social opportunities wherever potential clients are going to be. Below are examples of 8Global’s concepts for brand marketing designs.
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