DIELINE AWARD WINNERS REVEALED

Genie Drinks Gets the Full Rebrand Courtesy of Bulletproof

by Rudy Sanchez on 08/19/2021 | 3 Minute Read

Despite looking to adopt a healthier lifestyle, the consumer's fondness for soda remains strong. Instead of turning to traditional, sugary drinks full of artificial colors and flavors, those seeking the same refreshing experience now turn to alternatives like kombucha-based sodas.

That popularity and growth in the kombucha and probiotic market helped inspire Genie Drinks to embark on a brand refresh with help from UK agency Bulletproof to give Genie more of a soda-forward presence.

Editorial photograph
Editorial photograph
Editorial photograph

Bulletproof started with a new logo inspired by the “rule of three,” e.g., the number of wishes a genie grants. The wordmark is given a seductive wavy shape, like a sassy specter emerging from an oil lamp or bubbles racing to the top of a freshly-opened bottle. The color palette gets more depth, and the labels are pared down visually, with a new approach that’s bold and refreshing. Secondary graphics like starbursts add to the overall carefree and casual character of Genie’s refresh.

Editorial photograph
Editorial photograph
Editorial photograph

Informal copy like “super natural soda” is interspersed with more technical details like “antioxidants” and “probiotics,” creating a balance that keeps the Genie Drinks brand a firm hold from its wellness roots while fostering appeal with traditional soda fans.

Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph

“The adult soft drinks market is shifting. Health and wellness is shaking off its privilege and becoming less restrictive, more balanced," said Jamie Gandee, creative director at Bulletproof, in a press release. "Genie Drinks stands up against the soda giants and niche players with a refreshingly straight-up, relatable attitude that speaks to Real Lifers, helping them live well on their own terms. What it needed was the identity to match – so we elevated the brand to connect with these Real Lifers on an emotional level, cutting through the noise with an uncompromising and approachable identity."

Editorial photograph

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