‘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.
Image Credit: Robot Foods
#Cold #Brew #Coffee #Rebrands
