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Smiling Wolf re-brands healthy drinks range

Liverpool design company Smiling Wolf has successfully re-launched a drinks company brand aimed at ensuring youngsters have healthy drinks on tap during school hours.

Evoid, a range of fruit drinks made from natural ingredients which counts as one of your five a day approached Smiling Wolf to create a brand that is edgier, bolder and more connected with Youth Culture - a move away from teenagers perception of the 'worthiness' of many of the currently available healthy drinks.

Smiling Wolf Creative Director,Simon Rhodes, says the new design was about helping Evoid appeal to a savvy teenage market.

“Our brief was to move away from the original packaging and create something bolder. The teenage market makes snap decisions about what brands they like, and what they don’t, and can be vocal about it," he said.

"The fact that Evoid has no artificial flavours or sweeteners is something we felt should be shouted from the rooftops. That’s why on the new packaging the ingredients are there, big and bold for all to see."

He added, "We wanted to make the drinks look punchier and not patronise the kids about what they are buying. The tests we’ve done in schools since the re-brand have had a great response.“ There are strict regulations that govern the food and drink made available to children within schools, aimed at cutting rates of childhood obesity.

AJR
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