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New identity for Sterilgarda brand new line of natural beverages.
The new line, of which an umbrella brand is asked, is composed by a wide range of beverages, outcome of years of research on the best existing raw material in the world.
Wellness is the key word in new consumers requests. And wellness is what Sterilgarda wants to offer them with its new products: a wide range of healthy beverages and fruit drinks. Wellness becomes a philosophy of life, that sees the welfare of the people at the center of attention.

TARGET MARKET
Into Retail Channel: women, between 25 and 54 years; young families and singles; children/Kids.
Particulary, Sterilgarda wants to address to these two well-defined target audiences:
“Linked Boys” category: males , 20-25 years old, interested in innovation, responsible consumers. They consider the virtual world as part of realty, transposing its languages and communication codes in the everyday life.
“Sense Girls” category: young women, 25-35 years old, which have a strong sensory refinement and which express their aesthetic emotions through their daily choices in consuming goods, personal style and communication codes.
HoReCa Channel: bars, restaurants, hotels, clubs, caterers, hostels.

DISTRIBUTION
The new product line will be distributed both in HoReCa (bars, restaurants, hotels…) and retail channels (groceries, supermarkets, superstores, etc.).
Sterilgarda asks to create a brand that can be functional on both channels: it has to suit to both a supermarket shelf and a bar counter.


FRANK: an easy, straight and rememberable name that plays, both in Italian and English, with its double meaning.
a) first boy’s name: the wellness provider;
b) honest, sincere and trustful: essence of natural and healthy products.
The logo describes the concept of wellness (as state of physical and psychological balance that entails happyness) through the smiling face (K) and the type of products through the fruit icons.
The brand refers to the well defined target audience though a modern grafic style and the use of visual codes (such as the icons and the k) and the play on words of the name.

ICONS: category of products (tea, smoothies and juices) .
The kitchen appiances symbolize natural and simple beverages, produced without manipulation or additives.
In addition, adroad they would create a close link to Italian products which are often associated to “home made, like mum used to make”.