Winners 2013/Brand Identity Gold

Project: Happy Monkey

Client: Good Natured

Design: DewGibbons + Partners

Good Natured, owner of the Happy Monkey kids smoothie brand, wanted to create a strong identity, tone of voice and packaging to encourage increased sales of this product range, and help secure listings with major UK multiples to increase market share and profit.

Dew Gibbons worked in partnership with Good Natured to develop a clear brand position, story and packaging design, directly targeting school children and reflecting the nutritional benefits of the smoothies through a fun, interactive personality. Objectives included achieving 3% market penetration in year one, 5% in year two and 8% after three years.

The ‘made for kids’ initiative and cheeky personality took Happy Monkey smoothies from a standing start with no distribution in UK multiples, to a product range that has achieved 10% market share penetration, a 17% increase in average price per unit, and listings in three major multiples. This has translated into increased sales value growth of 200% and sales volume growth of 134% over three years.