V ICED Packaging Restage

V ICED is a range of flavoured milk drinks with a kick of Guarana Energy.

They needed to overcome serious consumption barriers. Shoppers thought it was a fizzy, green energy drink mixed with milk—and the two flavours were nearly impossible to tell apart in fridges.

We introduced a sub-brand strategy that aligned with the wider V Energy portfolio and removed all green from the new logo. This gave us the real estate to dedicate to clear varianting, while highlighting our energy and flavour credentials (key category cues) photographically.