The first Just product to launch is water with natural caffeine added, and the brand is aiming to launch further varients with other natural additives.
Interabang was appointed to the work by Just brand owner Matthew Willis around two months ago, after Willis saw the consultancy’s work for iced-coffee brand Jimmy’s.
Adam Giles says Interabang worked with Willis to develop the Just brand name and also designed the identity and packaging for the brand.
Giles says, ‘We started with the labelling – we wanted something that would stand out on-shelf both against energy drinks and against bottled waters. The brand is aiming to appeal to health-conscious consumers who might want an alternative to energy drinks or tea or coffee.’
He adds, ‘Design-wise there are so many messages that we had to get across – we decided to make that a virtue and create a modern take on the playbill poster.’
Interabang also created a droplet brand identity, that is used across the packaging and that Giles says can also be used as ‘a shorthand character’ on touchpoints such as apps.
The consultancy is currently working on collateral for the Just brand including marketing material, literature and a website.
The bottles are currently being produced and a marketing drive to promote the new brand is set to start next week ahead of it going on-shelf.