'Elderbrook Drinks' takes a marketing route that is not very common for most beverage brands, let alone those that are designed to improve health.
After being exhausted with marketing and branding in the beverage industry that makes false or exaggerated claims to sell products, David Folkman and Craig Jones came together to form Elderbrook Drinks. The duo enlisted the creative agency '& Smith' to create the brand identity, with an aim to be as subversive as possible. The imagery on these bottles reveals vibrant abstract illustrations, but it is the claims -- or lack thereof -- that truly stand out. Rather than making grandiose statements about the benefits of the drinks, & Smith included quotes such as "not everlasting youth," "not anti-aging," "not life-changing." The drinks themselves use less sugar than most and are made up of some natural ingredients.
The subversive labeling rejects branding norms that overstate the benefits of health-related beverages, for more honest packaging that is much more likely to stand out to consumers.