A client came to us with a great product idea – think Red Bull but on an edible strip. The smarts was that this method of ingestion allows caffeine to go directly into the blood stream for an instant energy hit rather than being absorbed into the blood stream via the stomach.
We were asked to create the brand. Everything from the name, brand identity, packaging, point of sale, website, trade marketing materials, print and poster advertising.
We created the story of Koru - iconic, memorable and cultish. Koru derives from the Maori word for energy and the Koru brand became the explanation for their incredible physical effervescence. The iconic brand imagery was a seamless blend of traditional Polynesian tattoo art and comic book graphics that fitted neatly into the surfer/skater world of Koru’s intended fans, students and those who burn the candle at both ends. The icon was designed to provide a simple platform to connect all forms of branding and communication, but also had a very practical use in that it also educated consumers on how to use the product by placing it on the tongue.
Koru was successfully tested marketed to students in Brighton and quickly became something of a cult. However, the client lacked the funds to roll Koru out nationally.
Does that mean that our great idea wasn't great enough?