REJUVE

Embark on a refreshing journey with Rejuve, the innovative juice booster by Spireaux, and discover how the smallest things can make your day a whole lot better!

Duration

May 2022 - June 2022

Client

Spireaux | TU Delft

Project Nature

Team Project

Role

Brand Strategy Designer

In response to the green energy trend, Spireaux introduces "Rejuve," a booster juice blending spirulina and fresh juice, providing a natural and refreshing source of nutrients for urban dwellers. This innovative product caters specifically to the challengers demographic, aligning with their focus on proving themselves and maintaining control over their lives.

This new booster juice, a blend of 50% spirulina and 50% fresh juice, capitalizes on the prevalent green energy trend. Spirulina, a pure form of algae, is presented as a small yet impactful way for individuals to reconnect with nature, particularly in urban areas. Recognizing the surge in importance placed on gut health, Spireaux strategically aligns Rejuve with the growing awareness of the link between gut health, the immune system, and mental well-being. The spirulina booster shot is envisioned as a natural, refreshing, and nutrient-packed solution. As more people are drawn towards a life fuelled by green energy, Rejuve positions itself as a green energy source for the body, addressing the need for a natural and rejuvenating boost in urban settings.

BRAND DNA

Rejuve offers a spirulina booster shot with the freshness of a natural juice and a variety of nutrients that revitalize not only your body but also your spirit.

Positioning Statement

For zestful young urban professionals, Rejuve offers a spirulina booster shot that is a pure, fresh and tasty juice-spirulina combo that has an instant boost of a variety of natural nutrients that gives people the delight to be a rejuvenated spirit.

Coherency:
Rejuve caters to energetic young urban professionals seeking natural freshness and nutrient boosts. With a personality reflecting passion and care, it aligns seamlessly with its purpose of bringing delight and rejuvenation to busy lifestyles.

Relevance:
Addressing the trend of holistic well-being, Rejuve offers a convenient spirulina booster shot, supporting both physical and mental revitalization. It also taps into the desire for natural connections with its fresh and tasty juice-spirulina combination.

Product Fit:
Spirulina, grown sustainably by Spireaux, complements Rejuve's focus on freshness and revitalization. The booster shot's blend of nutrient-rich spirulina and fresh juice creates an ideal, instant energy boost, highlighting the brand's commitment to well-being through a caring personality.

BRAND IDENTITY

The name "Rejuve" is derived from the concept of rejuvenation, aligning with the brand's DNA that emphasizes revitalization and freshness. Rejuve's bold letter-mark logo, crafted in the Magilio font, exudes playfulness with rounded edges and a tilted 'v,' reflecting the zestful and caring aspects of its brand DNA. Two spirulina leaves atop the logo visually signify the brand's focus on rejuvenation and nutritional balance. The following visuals show the logo and colours that make up the brand identity as well as the packaging of Rejuve booster shots.

LAUNCH CAMPAIGN

The key message emphasizes the functional benefit of a nutrient-rich 50ml Rejuve booster shot, packed with essential proteins and nutrients for a healthy body and mind. It highlights the sustainability aspect, emphasizing that consuming a Rejuve shot requires minimal resources compared to traditional high-protein sources like meat or tofu. The shot offers a tasty blend of unpolluted, fresh spirulina and consumers' preferred fruit juices, providing both flavor and nutritional benefits.

LAUNCH TIMELINE

Launch Strategy Persona Customer Journey overall plan (1).png

In the pre-launch phase, Rejuve will engage early adopters in Rotterdam by setting up stalls in co-working spaces, targeting open and flexible professionals interested in trying new products. The strategy includes rotating the stall across co-working spaces and offering discounted prices at previously visited locations for the first month.

The initial launch will involve partnering with the online supermarket Crisp, known for its fresh, locally produced sustainable food, and participating in the Blijdorp festival to create more awareness.

The acquisition phase will scale up in Amsterdam, collaborating with Marqt, a high-end supermarket catering to the target demographic, and leveraging online campaigns with food bloggers. The retention stage aims to expand exposure to larger cities in the Randstad, focusing on partnerships with Crisp and Marqt, establishing a potential partnership with Pieter Pot for a circular system, and targeting local coffee stores like Lebkov & Sons in new cities. This strategic approach ensures gradual growth, considers resource constraints, and maintains quality for loyal customers.

This 10-week project, conducted for the course Brand and Product Commercialization with the startup Spireaux, involved collaborative efforts among myself and three fellow strategic designers. The project encompassed comprehensive research and interviews, which were collectively undertaken. My role extended to team task management, maintaining communication with supervisors, and playing an active part in crafting the launch strategy alongside a teammate. The collaborative nature of the project allowed for shared contributions and insights from the entire team.