Aargentum has created the branding, visual identity, packaging and promotional material for the world’s first isotonic sorbet, which will launch on 1 February 2002.
Isorbet has been developed by scientists from South Bank University, London. It is designed to enhance effort and levels of endurance of people engaging in sport or strenuous activity. It is claimed to offer all the usual isotonic benefits, such as re-hydration and delivery of vitamins and minerals, without the bloating effect of a drink. The product has been endorsed by Commonwealth Games gold medallist Dalton Grant.
Tramore Performance Foods appointed Aargentum to the project without a pitch.
Part of its brief was to challenge consumer perceptions of ice cream as a purely decadent food to aid acceptance of a healthy sorbet, according to Aargentum creative director Lucy Davidson Davis.
It was also hired to develop a range of advertising, point-of-sale and promotional material for the brand and a corporate website for Tramore.