'Here&Now' is a range of iced tea and coffee drinks that aims to challenge the conventional use of caffeine as a fuel for productivity and stress. The brand, formerly known as FITCH Brew Co, was repositioned, renamed, and redesigned by Robot Food, a strategic branding agency based in Leeds, UK. The new brand identity reflects the idea of slowing down, enjoying the moment, and reclaiming your time.
The new name, Here&Now, evokes the concept of mindfulness and presence, while the strapline, "Drink it in", invites consumers to savor the flavor and the experience of the cold brew drinks. The packaging design features vibrant colors and playful illustrations that depict different moods and occasions for each product, such as "Chill", "Focus" and "Play". The verbal style is optimistic, witty, and engaging, with messages that highlight the quality and craftsmanship of the cold brew process.
Cold Brew Coffee Rebrands
'Robot Foods' Redesigned Cold Brew Packaging for FITCH with 'Here&Now'
Trend Themes
1. Mindful Consumption - The rebranded cold brew packaging for 'Here&Now' reflects the growing trend of mindful consumption, encouraging consumers to slow down and enjoy the moment.
2. Playful Packaging - The vibrant colors and playful illustrations on the redesigned packaging cater to the trend of experiential branding, capturing attention and evoking different moods and occasions for each product.
3. Craftsmanship Highlight - The messages on the new packaging emphasize the quality and craftsmanship of the cold brew process, connecting with the trend of consumers seeking authenticity and transparency in the products they consume.
Industry Implications
1. Beverage - The rebranding of cold brew packaging presents an opportunity for the beverage industry to tap into the rising demand for mindful and experiential consumption.
2. Branding and Design - The strategic repositioning and redesign of 'Here&Now' by Robot Food showcases opportunities for the branding and design industry to create engaging, playful, and authentic brand identities.
3. Wellness and Lifestyle - The focus on mindfulness and enjoyment in the new branding appeals to the wellness and lifestyle industry, presenting opportunities to cater to consumers seeking products that enhance their well-being and provide unique experiences.