Lindt Master Chocolatier
Packaging Design, Artwork, Print Management
Understand First
The kids’ smoothie category was a highly commoditized market, dominated by Innocent. Continuously on price promotion, the category was in decline.
Happy Monkey sought a brand identity that would both appeal to kids and reassure parents.
The brand identity features an illustrative character that is easily identifiable across age groups and gives the brand a unique personality. A vibrant and fun colour palette took inspiration from nature, to reflect the products’s natural elements. This was further strengthened by the health credentials detailed on the packaging.
The simplicity of the design, with its impactful brand identity and packaging, ensures Happy Monkey stands out, even amongst its biggest competitors. The brand positioning, ‘Made for kids’, directly targets school age children, reflects again the nutritional benefits and projects a fun, interactive personality.
Winning Gold in the esteemed DBA awards in 2013, 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.
Happy Monkey launched in a declining market and with virtually no marketing budget. So we knew that our brand identity and packaging had to work hard for us at point of purchase and with retailers. We haven’t been disappointed – we’ve surpassed our targets beyond our wildest expectations.
Greg Boyle, Managing Director, Good Natured
