Organic drinks company Soma has appointed Tonic Design to refresh its identity, in a bid to compete with established smoothie brands such as Innocent and PJ Smoothy.
According to Soma managing director Karim Sams, the company’s original identity, which was designed in-house, was conveying the ‘wrong message for an organic smoothie with health-giving properties’. ‘It was saying more “colourful fruit drink”,’ he explains.
Tonic Design creative director Ranzie Anthony says he is still collaborating with Sams on a creative solution, but that he expects to create a ‘distinctive, different’ corporate identity that will raise Soma’s profile, while at the same time remaining true to the company’s brand values. Soma bills itself as the only producer of truly organic smoothies in the UK.
Tonic Design’s work will be applied to Soma’s stationery, all print materials, and packaging for its four smoothie variants: Jungle Juice, Blueberry Chill, Tropical C and Fruity Roots.
‘We’re starting off with the corporate identity of Soma’s lead brand – Jungle Juice – gauging [customer] response with that, and then working on the rest of the line,’ explains Tonic Design business development manager Odarte Mills.
Restyled packaging for Jungle Juice will roll out in March, with a new-look website launching within the next six months.
Brighton-based Soma was launched in 2000. Its products are stocked by a network of health food outlets including Fresh ‘n’ Wild and Planet Organic.
Tonic Design was appointed to the work, worth a £32 000 fee to the group, in mid-January, following a two-way, unpaid creative pitch. Anthony is creative lead on the project.