2017 - 2020
Rethink
STRATEGY
logo
BRANDING
packaging
Healthy bodies and a healthy planet.
UNPACKING WHO YOU ARE
Rethink launched with the aim to cut down plastic waste. Their previous packaging spoke directly to this – fish and sea life imagery flooded the paper board pack. However, a deeper connection waited to be unpacked. By rebranding, Rethink wanted to focus on the relationship between humans and nature, specifically the idea that we should take care of our world and celebrate the way the outdoors refreshes us, invigorates us, and makes us feel alive.
Moms want less sugar, and kids want more fun.
unpacking THE CONSUMER
It’s a constant struggle — parents want their kids to drink less sugar and play outside more and kids want, well, kids want what they think is fun. The two don’t always agree. Rethink aimed to meet them in the middle. The brand wanted packaging that was pleasing to kids and their parents. Something that inspired outdoor activities like playing in the rain, slip n’ slides, or pulling off the perfect cannonball and less time in front of a screen.
Go outside and play!
PACKING IT ALL UP
The packaging became visual encouragement to go outside and play. The flavors were themed around different activities involving water, and ultimately connected the idea that playing outside is a better alternative to inside play - similar to the way water is a better alternative to sugar-loaded juice boxes. Just good clean fun!
UNPACKING WHO YOU ARE
Rethink launched with the aim to cut down plastic waste. Their previous packaging spoke directly to this – fish and sea life imagery flooded the paper board pack. However, a deeper connection waited to be unpacked. By rebranding, Rethink wanted to focus on the relationship between humans and nature, specifically the idea that we should take care of our world and celebrate the way the outdoors refreshes us, invigorates us, and makes us feel alive.
unpacking THE CONSUMER
It’s a constant struggle — parents want their kids to drink less sugar and play outside more and kids want, well, kids want what they think is fun. The two don’t always agree. Rethink aimed to meet them in the middle. The brand wanted packaging that was pleasing to kids and their parents. Something that inspired outdoor activities like playing in the rain, slip n’ slides, or pulling off the perfect cannonball and less time in front of a screen.
PACKING IT ALL BACK UP
The packaging became visual encouragement to go outside and play. The flavors were themed around different activities involving water, and ultimately connected the idea that playing outside is a better alternative to inside play - similar to the way water is a better alternative to sugar-loaded juice boxes. Just good clean fun!
THE IMPACT
More doors opened.
The rebrand helped Rethink secure wider distribution with accounts like Walmart and Kroger. It also made way for other product lines aimed at kids. But most importantly, it helped moms cut the sugar addictions that plagued their families.