Firefly: Freedom to Experiment
Brand Refresh and Repositioning for a Botanical Drink.
Creative Strategy. Copywriting. Visual Identity. Packaging Design. Artwork. Print Management.
Superfly – a limited-edition collaboration between soft drink Firefly and celebrity mixologist Mr Lyan – was the unexpected catalyst to a brand transformation. By giving the brand the freedom to experiment with a new positioning – a move away from functional benefits towards sophisticated flavours –it set the stage for a new look and feel that would take advantage of the alcohol alternative opportunity.
NO LOGO, NO PROBLEM
Originally created for the on-trade, Superfly was launched with a logo and messaging-free front face, allowing our modern botanical design to create intrigue and build tremendous desire for the product. Its initial success led to listings in retail too, and its limited status was constantly renewed as demand increased. With the botanical look and feel deemed a success, we were able to then deliver an upscale rebrand across the whole range of Firefly’s drinks.
REVITALISING BOTANICALS
Complex herbal blends have always been at the core of the Firefly range, delivering bold flavours drawn from nature. To reflect this commitment to refreshing, natural extracts, we introduced a new visual identity that re-established botanicals as the heartland of the brand, celebrating the purity of the ingredients through detailed illustrations sourced from vintage botanical books. The recognisable Firefly logo of a bottle with wings has been retained, and is now accompanied by a new brand mark which reinforces the health properties and strength of Firefly’s botanical ingredients.
Creative Strategy.
Copywriting.
Visual Identity.
Packaging Design.
Artwork.
Print Management.
