Upbeat rebrands after ‘getting lost in a maturing category’

Dairy protein drink Upbeat has been given a fresh look after realising its previous packaging lacked clear benefit and occasion communication.
While consumers bought the product (owned by The Good Whey Company) following in-store sampling, they were not picking it off the chiller shelves unprompted.
Conran Design Group created the work and focused on the ‘energy swirl’, which is based on the key product benefits: the long-term source of energy and goodness of whey. Through the new de