Scottsdale, AZ-based Vemma Nutrition Company's core mission involves empowering people to improve their wellbeing. Recently, the company enlisted its 23,000-plus Facebook followers to help the company redesign its energy beverage packaging as part of a rebranding effort.
Vemma's Verve Energy Drink has sold 24 million cans since its U.S. launch four years ago. “Verve has been an extremely popular and exciting brand for Vemma,” says Mark Patterson, the company's vice president of marketing and brand development. “However, in the young and dynamic energy drink category, we feel it's important that the brand visuals are full of life and maintain a fresh, modern look. We thought it was time to give Verve a jolt of excitement by updating the packaging.”
Verve is sold in multipacks containing 8.4-oz (250-mL) two-piece aluminum cans supplied by Ball. The filling process is considered proprietary, but the redesign did not require new filling equipment or change the packaging process.
Vemma began working on the Verve brand redesign in November 2010. The redesign includes both Verve Energy Drink and Verve Energy Shot products. The Verve product line rebranding was done in-house by the Vemma branding team, with input from the company's brand partners, which help distribute product globally. Vemma's branding team includes Patterson; Scott Flatt, director of creative services; Melanie Bray, senior designer; Krista Hudgins, marketing and brand manager; and Kaija Allgaier, marketing brand leader.
The use of social media, however, is what makes Vemma's redesign process so unusual. Explains Patterson, “Brand partners are our main distribution channel, so it's very important that they are excited about representing Verve. To build excitement and investment in the brand, we actively involved our brand partners in the redesign process. We have a large social media network that we were able to tap into to gather feedback on [various] design concepts. We surveyed our 23,500 Facebook fan page followers to determine which designs resonated best with those who use and represent Verve products. Through this social media network we were able to gain valuable insight and ultimately choose a design that represents the vitality of the brand and those who represent it.”
Patterson points out that the rebranding for the can includes new graphics, brighter colors, and the use of more white space. He says, “The graphic design and color theme exude the health and energy of the Verve brand. The predominantly white label design stands out from other energy products in the marketplace, which are typically dark with busy graphics. The incorporation of the vivid orange Verve logo and silver metallic accents impart a high-quality and energetic look to the label design. Overall, the design conveys a bright, fresh, and healthy look.”
Although Verve Energy Drink remains in the same 8.4-oz aluminum can, the bottle and outer container for Verve Energy Shot were totally redesigned. Says Patterson, “Verve Energy Shot originally came in a 3-ounce bottle. In order to bring the serving size in line with competing products, the shot was reformulated into a 2-ounce serving size. The 2-ounce bottles are BPA-free, made of sturdy HDPE with a full shrink-wrap label for a high-end finish. The shape of the bottle conveys a sleek and healthy look and stands out from the competition's typical short, squatty bottle.”
Additionally, the outer packaging for Verve Energy Shot was changed from a 12-bottle display box to Vemma's Fridge Brick® container, a 24-point, C1S paperboard box that protects the product during shipment and storage. Each Fridge Brick box holds 24 individual serving size bottles and fits on a refrigerator shelf. Once the perforated corner piece is removed, the bottles are easily accessible while contained in the box. Packaging details are considered proprietary.
The new Verve Energy Drink can designs debut in September. Verve Energy Shot launched August 1 in the U.S., Australia, New Zealand, and Japan.
Verve Energy Drink is available in one tropical flavor in low natural-sugar and zero-sugar options, both of which are packaged in 12- and 24-count tray packs. Packs options include a half-pack (12 cans), one-pack (24 cans), two-pack (48 cans) and two-pack combo (24 low sugar and 24 zero sugar). Suggested retail prices for the varieties are $35 for the Verve Energy Drink half-pack, $65 for the one-pack, and $130 each for the two-pack two-pack combo. A Verve Energy Shot four-pack sells for $260, and a 10-Pack is $520.
-Jim Butschli, Healthcare Packaging Editor