HUG

Total rebrand for one of Europe’s biggest dairy-free brands with a new positioning of Sunshine and Soul; a vibrant and healthy lifestyle. It captures the essence of the sunny Portuguese climate that is the brands home.

The creative solution is a bright, colourful design that jumps off the shelf. The rest of plant-based drinks category is white and beige in comparison. The packs really are a ray of sunshine at shelf and at home.

The brand colour palette has been carefully selected and sprinkled with a touch of new nostalgia.

The new name 'Hug' wraps its arms around the audience and the brand now stands for love and care. Be it at a human level, through product expertise or by caring for the environment and sustainability.

The packs feature engaging copywriting and illustrations that bring to life the brand proposition. There is something new to discover on each product and this also pulls through to the brand communications.

POSITIONING | NAMING | ICONIC EQUITIES | PACK