Benson’s Joosed Fizz:
A new product for a public
thirsty for some bubbles
When Benson’s asked us to produce the brand identity for a new fruit fizz drink, our research told us that there was a gap in the market for a product that was neither primary-coloured / super sweet / kid’s only, nor exotic, sophisticated and premium. This gave us the problem of ‘universal popularity’.
Our insight was that the product’s non-sugar content put people in mind of a more innocent time of simple ingredients, and a retro design would appeal to all without alienating any.
With a hand-drawn logo that embodies Benson’s small batch ethos and was overtly appley (all the products contain apple juice), the brand gained traction with the target audience of kids, teens and grown ups alike.