Winners 2020/ Gold

Project: Flawsome!

Client: Flawsome!

Design: Coley Porter Bell

The transformational rebranding of a juice business projected its compelling story more powerfully, helping to double the brand’s followers on Twitter and facilitating increased PR exposure. With no other changes to the brand’s activities or marketing other than the redesign, sales leapt 540% in the year following relaunch, against a targeted increase of 100%.

Although its cold-pressed juice products were delicious and there was a great idea at the core of the business – to be a solution to the food waste problem by using surplus fruits from farmers – the brand’s growth had stalled. 

Collaborating with agency Coley Porter Bell, the existing Get Wonky brand was redesigned from top to bottom. Changing its name to Flawsome! (inspired by the idea of ‘flawed… but awesome’) and with a new positioning, identity, pack design and brand world which reimagine waste and more clearly communicate the story behind the business, the brand significantly increased its relevance and distinctiveness in the market. 

Previously, the brand was distributed by six wholesalers, but this leapt to 17 following the redesign, including German supermarket Edeka. The business had also been struggling to secure external investment, but rebranded as Flawsome! it acquired eight investors, enabling new product developments, further increasing distribution and sales.