Branding & Package Design
MONARCH
STRUCTURAL DESIGN
CONSUMER INSIGHT
ILLUSTRATION
POSITIONING
BACKGROUND
Formed in 1965, Monarch Beverages, a diversified, international beverage company operating in over 40 countries and offering over 200 products spanning traditional carbonated soft drinks and energy drinks, wanted to enter the New Age energy drink category.
ASSESSMENT
JAM’s insight into what a consumer wanted from a “better for you” line of energy drinks, offered an opportunity to position the brand on usage occasion, aimed at three different types of consumer.
SOLUTION
Creating a strong brand architecture, JAM developed three distinctive strategic positionings addressing usage and retail placement: ACUTEfruit™ – Morning Juice Category; NTrinsic™– Daytime Health Category; and CoMotion™ – Evening Party and Extreme Energy Category.