Refreshing the identity for F&N's 100Plus brand, to create a
strong and cohesive brandworld.
100Plus was already established as the number one sports
isotonic brand in Singapore and Malaysia. Fraser and Neave wanted
to broaden the brand's appeal beyond specialist sports consumption
and to promote everyday use. They briefed us for a packaging
redesign to reflect this new lifestyle positioning.
We believed, however, that the most effective way to change
perceptions of 100Plus was through all touchpoints, not just
packaging. We extended the brand's appeal beyond the sports arena
by using a new brand icon: the infinity symbol. With its promise of
'infinite possibilities', we placed this highly recognisable symbol
at the centre of 100Plus's brandworld and created a whole new,
dynamic off-pack identity to convey refreshment as well as
performance. The new active lifestyle positioning is reinforced by
ownable packaging that includes functional, non-slip 3D grips that
echo the brand's 'three-strip' equity.