Bristol-based start-up TrueStart has always looked for provocative ways to guide consumers to achieve a balanced lifestyle. That’s why the multi-award-winning young British coffee brand used to focus on fitness and sports products that help consumers be more energized. But, we all know the main ingredient for a completely energized day: coffee. The drink that recharges you day by day and boosts your stamina.
Now, the start-up wants to challenge the caffeine consumption by shifting from sports products to coffee-based items. To properly introduce itself as a player in this still-unexplored sector, the brand reached for the help of branding agency BrandOpus. And BrandOpus’ experts “in behavior-changing brand strategy, design & activation” aim to tell a new story, one that molds on the coffee house’s new vision that harnesses its go-getter attitude.
The partnership between TrueStart and the London-based agency has led to a creative concept that comes as part of the coffee shop’s rebranding plan. The new visual identity is meticulously crafted, so as to provide not only high-quality imagery but also a one-of-a-kind experience that allows ‘busy’ customers to achieve the same kind of energy they get from a delicious cup of coffee.
To reposition itself among consumers, the brand settled on redesigning its looks entirely. Said and done, claimed the agency and created a visual signature that is more dynamic than the old one and carries a cell of life within its genetics that “disrupts the coffee category”.
“There are go-getters out there like us who want to live life to the fullest and that is who we are targeting. Right from the start, BrandOpus understood what we could achieve and knew how to get us there. Our new brand is perfect for us, and we know it will make a big splash,” says Helena Hills, Co-Founder and CEO at TrueStart.
Crafted using a vibrant tone of voice, the visuals mirror the brand’s ethos, appealing to consumers to rediscover their powers, empowering them to own the unknown, be their boldest selves, and go wild for life.
“Inspired by the two founders’ give-it-a-go attitude to life, we wanted to create a brand that would match their ambition while driving impact and standout. The new brand is full of life, color, and a splash of irreverence. It shows the natural energy of the product while being so much more than a sports energy offer,” concludes Ellen Munro, Creative Director, BrandOpus.
TrueStart is there for every moment of your day and life; it provides ready-to-drink cold brew coffee in various flavors and also pods which are all proudly hyper-sustainable. As a player in the process of saving the environment, the start-up’s packaging is made from recycled glass and biodegradable materials, therefore showing its love and gratitude toward nature via the products it manufactures. And that is definitely great!
