The Vitality Co.

V8 is a drink range owned by Campbell’s Arnott’s that had the aim to launch a new product that could be a player in the ‘Quench’ category. Its unique ingredient is vegetables.

Vegetables? Quench? You can probably already see our challenge. 

We knew we needed to create a brand that celebrated the best version of itself, stood for something meaningful, and represented a collective vision for quenched thirst.

To do this, we undertook an extensive brand audit and competitive analysis of the category. This allowed us to discover our opportunity space.

A brand that stood for Vitality, or a thirst for Vitality to be more precise. And that’s how The Vitality Co. name was born.

Through this new strategy and brand, we fully embraced plant-powered indulgence and developed a brand that was unapologetic about the sensorial pleasure and joy of great ingredients. 

We used visceral freshness cues to denote its quenching ability and created a brand that’s unique and unexpected. .