Invereach, based in Inverness, were looking to diversify their business and had developed a caffeinated, carbonated ‘pick-me-up’ drink. The new product is intended to appeal to the female market and it needed to have branding to reflect this. The drink comprises of naturally derived ingredients and they wanted to strongly draw on this association in its branding.
In the early stages of development, the company identified a need for academic support to provide the expertise and research to create, build and develop a new brand.
Interface - The knowledge connection for business facilitated introductions between Invereach and the University of Strathclyde’s Department of Marketing. The project formed an opportunity for students to use it as part of their dissertations. The company worked with two sets of students, as part of their undergraduate course, who were able to develop a suitable brand for the energy drink and the brand ‘Super!Natural’ was developed for the product.
Invereach launched the energy drink and it is now available across the Highlands and in a number of outlets in Scotland. The students were able to develop product branding specifically to the target market and provided the company with the research and branding development to access an entirely new market. A long term partnership has been established between Invereach and the University of Strathclyde.