The Magic of Spirulina
FUL Foods Company, an Amsterdam-based food-tech startup has developed a revolutionary method that recycles CO2 while transforming Spirulina, one of the most potent sources of nutrition on the planet, into a convenient and delicious ingredient for food and beverage products.
Farm Design was approached to rebrand FUL Water for its launch as a functional beverage in the United States. FUL Foods Company’s objective was to introduce this product with renewed vigor, capturing the magic and allure of Spirulina, as well as the energy and vitality offered by this sparkling beverage. Farm Design provided FUL Foods Company with a comprehensive brand system including a revamped logo, packaging, digital graphics, and website design, enabling the company to dive into the market with confidence and excitement.
Beneath the Surface
Exotic and novel at first, today micro algae are superficially understood and narrowly associated with nutritional support, muddy waters and negative taste. But, they hold an immense potential for discovery, with a whole world to unravel. Each FUL Water can is a vessel to a product so unique, nutritious and deliciously refreshing.
Mother Nature was a driving force of inspiration from the product side as well as the design side. By infusing elements of nature into the FUL Water brand, we aimed to create a strong visual connection between the product and the natural world, emphasizing the healthful and wholesome qualities of the beverage.
From Micro Algae to Macro Impact
From a retail perspective, entering a market that is already saturated with ready-to-drink beverages can present challenges, but with a well-thought-out strategy, it can lead to great success. One key factor in achieving success is to create a packaging design that creates strong shelf presence that can activate a consumers visceral and behavioral response to grab a can off shelf.
In the digital realm, the website serves as a crucial touchpoint for consumers to learn more about the brand. As Spirulina may not be a familiar ingredient to many consumers, it was essential for Farm Design to layout content that was both educational yet engaging. By presenting valuable and informative content, the website becomes a tool to instill brand trust and build consumer confidence in a product.
Product Photography: Mike Smolowe
