In a world where disruptive consumer products are the norm, beverage companies are still struggling to innovate beyond ingredients and flavor. How to break through? That's the question Cintron Brands grappled with when they approached Article Creative looking for a way to revive a defunct brand.
Cintron posed the hardest branding exercise possible: to give a unique identity to a product with the same name and the same formula and the same flavors, but with non-competing territories, and still reach the first page of Google.
It needed a look that wouldn't look out of place in a Hermès bag in a seat on a G4 heading to Cape Town.
The initial phase was to give Cintron a new look, since it also shared a logo with its competitor. The brand was to be a luxury drink for the jet set, continent-hopping crowd.
It needed a look that wouldn’t look out of place in a Hermès bag in a seat on a G4 heading to Cape Town.
To westerners, the crown would just be an elegant symbol, but to Africans, it would resonate as a symbol of attainable stature.
We began by simplifying the cans, adding imagery from traditional opulence, and landed on a stylized version of the crown worn by Miss Africa, their version of Miss America. To westerners, the crown would just be an elegant symbol, but to Africans, it would resonate as a symbol of attainable stature.
We helped Cintron Brands redefine what it meant to be an energy drink, leveraging consumer behaviors and macro trends into a relevant, dynamic and scalable beverage experience.
Just over two years later and many hours of whyfinding, market research and rebranding, the end result is gracing shelves across the world: the company was acquired in a private deal in 2015/16.