Bennu Bev Co.
For busy parents. By busy parents.
Year
2019
Timeline
6 months
Services
Strategy
Logo
Package Design
Support
Branding
Website
overview
Launch a brand new line of functional non alcoholic beverages for busy moms.
The biggest challenge was how to use the can design to educate busy parents on how this beverage is different from other functional beverages and how it would fit into their daily life. Based on our research of the target audience we decided we needed something that would look familiar, kinetic, vivid, deep, and grounded in order to grab their attention.
We also knew their considerations when making a buying decision were ingredients, sugar content, effectiveness, and potential side-effects. We came up with the phrases “Calm from Plants” and “Energy from Plants” to quickly address their main concerns about ingredients and safety.
Early can designs.
I needed to help Bennu communicate the function of each SKU.
We used phrases like “Unwind”, “Uplift”, “Relaxation Reimagined”, and “Cognitive Precision” reinforce the functionality of the product. We went one step further on the side panels making sure we spelled out each ingredient and what it does for your health. As the customer spins the can they keep learning more about whats inside, why it was chosen, exactly how much there is of each ingredient, and what to expect when they drink a whole can.
the Result
Having a nicely designed can is great, but it’s not enough.
We developed a social media plan that helped Bennu build an online following before their product was ready to sell. We coached them on how to be consistent and post about things beyond just their beverage.
The strategy included:
Schedules
Storytelling topics
SEO training
Influencer relationships
Using digital mockups and their new following we opened their Shopify store and started taking preorders while their drinks were still in production. When the products finally arrived at their warehouse they were immediately packed up and shipped to customers.
Once Bennu had generated some sales, we needed to figure out how to get the product to the customer and increase the brand awareness and loyalty.
Like all startups, funds were limited for packaging and marketing. We came up with a clever and affordable solution to solve two problems at once. This custom mailer box secured the product and made shipping predictable. It also enticed people to film unboxing videos and post them on Instagram. The marketing value of one simple box is hard to overstate. Bennu received tons of UGC from influencers and non-influencers alike.
In the end, every customer who made a purchase received the royal treatment with this special box and a handwritten note inside.
300
IG followers (pre-launch)
$2,000
Presale revenue
I couldn’t have been more happy to work with Michael. It’s been a stress relief to work with someone that totally understands us and listens. He’s worth every penny.
Brooke Voss
Co-Founder of Bennu
