Phoenix Organic Drinks

Phoenix Organic Drinks has been at the heart of the organic revolution, creating quality liquid libations since 1986. What started as a revolution, has grown into a much loved brand with a fridge full of firsts.

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Phoenix Organic Drinks has been at the heart of the organic revolution, creating quality liquid libations since 1986. What started as a revolution, has grown into a much loved brand with a fridge full of firsts.

But with an influx of organic challengers entering the market and a shift in cafe and consumer needs, Phoenix set out to reposition themselves as the market leader and engage a new generation of loyal fans. We were fortunate enough to join them for the ride, as lead creative and strategic agency and partnered with Curious Design - the experts in packaging to help bring the vision to life.

New Logo - More Freedom

The previous logo had evolved incrementally so that the word "organic" was eventually not integrated into the device and was so intricate it was hard to use across the growing portfolio of communications. The word mark felt too industrial and not reflective of Phoenix's fluid and creative attitude. As part of the new packaging, Curious Design developed a new logo, which gives the brand more flexibility when presenting itself in multiple contexts. ORGANIC is the centre point of the brand, with NEW ZEALAND being supportive to the core PHOENIX word mark.

New Packaging - More Authenticity

The previous packaging used a flat circle of colour to differentiate flavours. We wanted to tell the story of Phoenix's rise from challenger brand to leader brand.

We still remember back in the early days when Phoenix Ginger Beer was made in barrels, in a Ponsonby garage and if over fermented would explode. Phoenix Ginger Beer is still produced in batches and still delivers that unique gingery, throat tingling explosiveness. These stories, and many others became inspiration for the packaging designs, brought to life in collaboration with Curious Design. Nigel, Steve and their team of packaging experts developed bold, graphic devices, overlaid with simple white line work to bring an element of attitude and style. Curious Design led the charge on helping shift Phoenix into a new school "organic" aesthetic.It's no longer about green leaves and hippy references, but simplicity, clarity and quality.

New Strategy - More Focus

Over the past 2 years we've built up a brand strategy that brings a singular focus to all Phoenix's strategy. It's been a rewarding ride.

"Johnson and his team have worked hard to drive the Phoenix brand forward creatively and has transformed the Phoenix brand, creating a strong brand framework for us to work from. The approach Fly uses is a bit different to other agencies. They like to immerse themselves in the brand and are happy to spend time with our team and customers. They then take learnings from this experience and regularly feed back to us ideas on how we could improve our serve. I'm happy to recommend Fly as a full service agency."

Contributors

Creative Strategy - Johnson McKay
Design - Curious Design (Thanks Nigel, Steve and team)