A MISSION
TO FILL THE
FIBRE GAP

FIBRE
UP

NAMING, VISUAL IDENTITY, PACKAGING, BRAND WORLD

Two cans of Fibre UP lightly sparkling beverages, one raspberry lemonade and one apple elderflower, placed on white surfaces against a green background.

a quest for better health, nationwide.

When we were approached by Fibre UP, it was clear this was about more than bringing another functional drink to the market. This was about communicating a feeling of doing good for yourself whilst also creating a behavioural change, nationwide.

A can of Fibre UP Raspberry Lemonade sparkling drink resting among numerous fresh yellow lemons, some sliced in half, with green leaves scattered around.

The only way to do this? Create an accessible brand that focuses on clarity of on-pack expression, appetite cues and broad appeal across a wide demographic – the only way of tackling a nationwide fibre crisis.

Poster on a beige brick wall advertising Fibre UP raspberry lemonade drink. The poster features an illustration of a can of Fibre UP with lemon and raspberry images, pink and yellow abstract shapes, and text highlighting the flavor and health benefits.
Two cans of Fibre UP sparkling beverages with apple and elderflower flavor and raspberry lemonade flavor, floating in pink water.

“We got to thinking… How could we make fibre easy, effortless and most importantly, enjoyable for everyone, every day? And with that, Fibre UP was born.”

Digital illustration of a smartphone displaying two cans of Libre Up sparkling drinks, held by hands, with colorful tropical background elements.

THE STRATEGY

We started with a name that described the behaviour we were trying to tackle…how to up your fibre intake daily. Paired with a clear visual cue, this arrow device became a key way of communicating the product’s core USPs.

But even with a mission-based brand like this, taste reigns king. So we focused on creating a neutral brand-blocking base punctuated by rich, vibrant and appetising imagery, demonstrating the drink’s genuinely delicious thirst-quenching appeal.

Woman holding a can of Fibre Up apple and flower flavored dietary supplement drink outdoors, smiling.

Shelf competition is fierce, so at every stage we questioned “Is this engaging enough for the consumer to pick up” and when they do, “is it clear and obvious what we’re about”. For us, that – and a consistently compelling brand world – is what it’s all about.

Four fresh raspberries with detailed texture and vibrant red color, isolated on a white background.
A person sitting on a wooden bench pouring a berry-flavored sparkling drink from a can into a glass with ice.
Two hands holding cans of Fibre UP sparkling drinks outdoors with blurred green trees in the background. One can is raspberry lemonade flavor and the other is apple and elderflower flavor.
A can of Fibre 1 lightly sparkling mango and passionfruit flavored beverage, displaying vibrant fruit images and nutritional information.
Sliced mango pieces and chunks of mango floating against a black background.

Studio photography: Victoria Greensmith.