Project: Manflu Wellbeing Range
Expertise: Brand Development, Packaging Design, Visualisation
Design to add value in commodity FMCG markets
- Wellbeing drink branding
- Two months to design and develop
- Extensive consumer testing of options
- Impactful corporate identity and label design
- Range visualisation created by Lucid
- Manufacturing liaison and sourcing
- Significant store listings and sales
Having both suffered and seen those around him suffer, Jonathan Evans set up Manflu to deliver a product that played on the misery of men.
For a new business, getting a single product listed in supermarkets is a very difficult. Lucid’s brand and packaging design experience helped Jonathan to succeed.
As with many of our clients, when Manflu first approached Lucid, the company already had design concepts for its brand. Unfortunately, shelf impact and presence when applied to small packs and emotive connection had not been well-considered.
We set about stripping the brand back to its basics to discover what would drive retail buyers to list its products, what would get consumers to recognise it and what would convince them to buy.
Our designers created a series of ideas using a direct approach, to which the light-hearted message of “a serious drink to sooth miserable men” played well. Branding was developed into packaging for a range of potential products and multiple outer cartons. These were then mocked up onto prototypes for presentation to multiple retailers.
After gaining a Sainsbury’s listing, Manflu has received repeat orders and further listings at Tesco, Boots and Amazon. The company has since secured £500,000 investment from the North West Fund for Venture Capital to develop more FMCG health and wellbeing products.
We’ve already seen a huge rise in sales of Manflu. We predict our busy female customers will continue stocking up in the coming months to ensure their husbands and boyfriends are on top form.
- Richard Holland, Sainsbury’s Healthcare Buyer