A new brand creation, including positioning and naming, for the
first 100% organic soft drinks range for Europe.
Organic Beverages B.V. successfully produced the first 100%
organic cola for the Netherlands. After developing four more
flavours, they asked us to create an entirely new brand identity
for their premium soft drinks range, from naming through to
packaging. With a very limited marketing budget, we needed to
achieve real stand-out whilst retaining credibility.
Thirst-quenching fizz and flavour are every bit as important as
an organic certification - so we named the brand Oggu, combining
'organic' and 'gusto' (Italian for taste) and we built its identity
on the idea of 'Delicious Purity' - with a twist. For launch
throughout Europe, Oggu needed to be a true Euro-brand so we
introduced a witty mix of European languages and gave each flavour
its own fun, t-shirt style slogan, using deliberately unrefined and
quaintly retro graphics. Overflowing with eccentric brand
personality, Oggu avoids taking itself too seriously by playfully
engaging with consumers whilst still communicating passionate
commitment to its pure, organic provenance.