YETI
POWER ENERGY
Task
Rebranding of an energy drink Yeti aimed to the Middle Asia. The idea is to save the name of the product as well as its Yeti's image, but at the same time to accumulate the audience with the help of the new trade dress and the new communications strategy.
Idea
According to the brand, every single person has something from an animal, and as a rule, he or she hides it from other people, in other words encages this animal. Yeti supposed to help with releasing this animal, an animal that is ready to fight and win. The new main idea of the brand is "Yeti's power inside you"
Result
The new character was created based on this new idea, as well as the new trade dress and communicative tools. New hero is the impression of the new brand positioning as he is aggressive, masculine and self-confident. The core value of the brand that is energy is reflected in the tagline - Power energy. The strategy allocates the brand into the men's sports world, such as the ring, wrestling and MMA. The spokesperson is rapper Jigan, the symbol of the healthy way of life and a physically fit guy.
Team
Creative director: Alexey Malybaev
Art Director: Artur Reimer
Designer: Alina Smolina
Illustrator: Sergey Snurnik
© FIRMA
Rebranding of an energy drink Yeti aimed to the Middle Asia. The idea is to save the name of the product as well as its Yeti's image, but at the same time to accumulate the audience with the help of the new trade dress and the new communications strategy.
Idea
According to the brand, every single person has something from an animal, and as a rule, he or she hides it from other people, in other words encages this animal. Yeti supposed to help with releasing this animal, an animal that is ready to fight and win. The new main idea of the brand is "Yeti's power inside you"
Result
The new character was created based on this new idea, as well as the new trade dress and communicative tools. New hero is the impression of the new brand positioning as he is aggressive, masculine and self-confident. The core value of the brand that is energy is reflected in the tagline - Power energy. The strategy allocates the brand into the men's sports world, such as the ring, wrestling and MMA. The spokesperson is rapper Jigan, the symbol of the healthy way of life and a physically fit guy.
Team
Creative director: Alexey Malybaev
Art Director: Artur Reimer
Designer: Alina Smolina
Illustrator: Sergey Snurnik
© FIRMA
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