Check out the Square44 brand repositioning & relaunch to support Del Monte’s Fit’ N Right Beverage RTD brand.

Square44 brand repositioning & brand relaunch for del monte's Fit'n Right brand in the Philippines

Square44 brand repositioning & brand relaunch for del monte's Fit'n Right brand in the Philippines

As a brand Fit’ N Right was positioned as a slimming, weight-loss drink and as such has been reminding consumers through the use of measuring tapes and its waistline logo that most consumers didn’t fit the brand ideal. As such Fit ‘N Right was relevant only to a very niche consumer segment (and perhaps not the most liked brand, due to it’s style of messaging). The brand was struggling to find a connect with a larger audience. In addition, the brand had limited shelf impact and was almost disappearing into the very large functional drink category fixture in retail.

The objective?
To establish the brand repositioning of Fit ‘N Right, making it a partner for the modern day consumer as they try to live a more balanced lifestyle.

Square44 brand repositioning & brand relaunch for del monte's Fit'n Right brand in the Philippines

The brand design idea?
Wearing black makes me look slim, thin and toned. A perfect color to accompany our new range, shown on a bottle shape with perfect contour for a brand that is now all about living a healthy, balanced lifestyle and ensuring you stay fresh and keep your looks.

 

A colorful line-up, fitting different lifestyles and diets and offering benefits that resonate with modern-day consumers, in their goals to live a more balanced, healthier life.

fit n right del monte brand relaunch repositioning packaging redesign square44

Square44 brand repositioning & brand relaunch for del monte's Fit'n Right brand in the Philippines

A design with an obvious shelf-impact and standout, with it’s freshly styled new slim yet vibrant look.

 

fit n right del monte philippines square44 brand relaunch brand repositioning packaging designSquare44 brand repositioning & brand relaunch for del monte's Fit'n Right brand in the Philippinesfit n right del monte philippines brand relaunch repositioning packaging design square44

The result?
Fantastic impact on shelf through the black color blocking approach and the unique use of typography in combination with the fun and vibrant colors that complete the look.

for more info check out the brand’s facebook page here, Need help with a brand relaunch or are you planning a brand repositioning exercise for one of your existing brands to enhance relevance for the next-generation consumers, then get in touch with square44 today to discuss.

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