The Bristol-based agency has transformed the drink into one that not only tastes good but "does good" too. Interestingly, the brief was to move the brand on from its one-dimensional health message to a more holistic, wellbeing alternative – something that feels contemporary, too.
"In the 24/7 complexities of modern life, where feeling good goes beyond just physical health, linking Feel Good with mental wellness and the natural world was a top priority," says The Collaborators. "Our strategy was to own taking time out to clear the mind and to be 'in the moment'."
The minimalist design aims to stand out and feel calm on a busy supermarket shelf. There's a new logo: a smiling and peaceful "zen" face, a "flexible visual mnemonic that is incorporated into the brand name and can also be used independently as a signifier, favicon and animation in the broader brand world," the agency adds.
The Collaborators also developed the line 'Kind to the Mind' to capture the "self-care of taking time out to hydrate". It also stands for the 3% of sales Feel Good will donate to charities that support wellbeing for people and planet.
"It really does 'Feel Good' to take the brand up a level and give people a better choice on how they consume," says Creative Director, Mary Lewis. "We're proud to see that our approach and our new design has been well received and we hope this marks a happier, healthier new chapter for Feel Good drinks."
The newly rebranded Feel Good Drinks range of Raspberry & Hibiscus, Peach & Passionfruit, and Rhubarb & Apple launched in March and is now rolling out nationwide.