In our workshops, we researched the brand landscape, extracted the brand story, personality and repositioning. No longer a detox or doctor’s remedy, but a juice that, at your chosen time of day, gives you what you need. When you need to concentrate, when you just woke up or when you need some extra energy, just to name some examples. A new positioning called for a new name, so we came up with the name Daylr. The new name combines the “daily” and getting “more” out of it.
Using the new name as a starting point, we developed a concept. The big idea: There’s something good in every Daylr. From here we created a fresh and colourful identity, where each juice was given its own moment. We believe packaging is an extension of your brand, which is why we chose to put a piece of storytelling on each juice.
The new name and positioning gives Daylr a new place in the brand landscape. We would like people to drink one juice a day and therefore be healthier and more comfortable in their skin. Daylr’s first step is an introduction in the hospitality industry to then make the move to consumers.