The founders of FITCH Brew Co (FITCH), a model promoting iced tea and low drinks, have approached the Leeds-based company Robotic Meals to assist and information them all through the branding journey they had been about to embark, deliberate as a approach to set up a stronger reference to customers. With a presence of 5 years available in the market, FITCH wished to increase past its largely B2B gross sales strategy and transfer into the DTC and “seize and go” section, and in addition to hunt extra funding, the corporate modified the best way it seems to be so that folks can hopefully change the best way they consider caffeine.
Slowing down and savoring a cup of espresso looks like historical past or perhaps a luxurious for many people, because the drink has by some means develop into a product to spice up our productiveness at work. However not on FITCH’s watch, as the corporate seeks to encourage folks to rethink the best way they drink their beverage, reflecting this wonderful concept all through all the model, from identify to packaging and illustrations.
According to the philosophy of slowing down and having fun with the second is the model’s identify: At the moment generally known as Right here&Now, the identify means that espresso ought to be used for carpe diem moments, for precise breaks throughout which one will get to reclaim their time. It playfully defines the thought of a chilly brew drink as being the “antidote” to the tradition that sees caffeine because the one dose one wants to deal with the additional hours of labor they’ve. When interpreted as a supply for charging our batteries, espresso isn’t a part of a gorgeous ritual anymore however somewhat a step to getting nearer to burnout.
With a brand new identify comes a brand new packaging, which now seems to be like tightening the bond Right here&Now has created with espresso fans and tea lovers. Adorned with joyful illustrations — crafted in-house on the company by Senior Designer Wealthy Robinson — the packs visually discuss these completely satisfied actions folks can expertise of their downtime whereas seizing the second — or, having fun with the “right here and now.”
The vary of iced tea consists of the Solar Entice aroma which footage a girl having fun with the solar, the Typical Spot beverage, which is a pleasant firm for one indulging in literature and music, and the Open Highway taste, depicted as a drink to quench one’s thirst whereas touring. The illustrations for the iced espresso line recommend some extra dynamic actions: Resembling a stroll by way of the town on the New Floor aroma or a day spent with a buddy at a restaurant, seen on the Social Name can.
Robinson says: “In addition to visually bringing to life the moods for our particular person merchandise, every component of the illustrations may be separated to create a package of components, injecting vitality and pleasure into the broader model world.” Robotic Meals’s Consumer Director, Jess Cook dinner, provides: “With the naming and illustrations, every part now has a which means — constructing storytelling into every design.”
The concept of “slowing down and reclaiming your time” — which grew to become the primary theme throughout the visible identification — was partly impressed by analysis into Right here&Now’s chilly brew course of itself. Cook dinner, the consumer director, explains: “They really take fairly a good distance spherical every part — they’re making life laborious for themselves basically, nevertheless it creates a significantly better high quality product in consequence.”
“That’s the place our start line got here from: That they slowed down the method. The model concept is across the drink serving to you are taking the time to decelerate and luxuriate in it. We’re all responsible of utilizing caffeine to energy by way of the following hour at work, however that is about telling a special story and taking chilly brew because the antithesis of what you’d usually affiliate with caffeine,” Cook dinner explains. “We wished to spin that on its head and discuss issues from a way more thought-about, highly effective, and crafted perspective.”
Andy Deeley, Co-Founder of Right here&Now (beforehand FITCH Brew Co), says: “The rebrand aligns with my private expertise round burnout and I wished to assist share a wider message by way of Right here&Now.”
The Right here&Now model evokes customers to grab the second and persist with this perspective all through the entire time when one of many drinks from its portfolio is served. “It’s about ‘sluggish’ as a mindset: Not mendacity down horizontally however transferring away from that tradition of dashing and taking the day trip to do the belongings you truly like and need to do — whether or not that’s skateboarding, going to the fitness center or chilling out — not simply dashing from one work job to a different,” provides Cook dinner.
Whereas researching the historical past of caffeine and low store tradition, Robotic Meals Senior Artistic Strategist, Natalie Redford, found that the drink’s which means modified from being a device for conversations and exchanging concepts to one thing we use to change our reference to the solar and assist us make it by way of longer hours of labor. “Caffeine was become this capitalist device to do extra work, so we wished to show that round,” explains the consumer director.
“Creating FITCH from inception, there was an enormous emotional connection for the model we had constructed. To rebrand was an enormous, daunting, however crucial step we felt was required and we wanted main business specialists to assist take us there,” concludes Deeley, delighted in regards to the work delivered by Robotic Meals. There are three Right here&Now merchandise out there on the market: the New Floor and Social Name iced coffees, and Typical Spot iced tea, with two extra tea aromas to be launched this summer time.