JoyBräu is the world’s first protein beer. However, the young food tech startup positioned itself in a niche: a non-alcoholic beer for post-workouts. The product was trapped in the gym, with a limited- target group and reasons for consumption.
Our strategy: The new JoyBräu is not a supplement, but a beer with a function. For the brand, this means: It goes out into nature, where outdoor sports are practiced. Positioned as a Sportbeer +, an alcohol-free beer, created by athletes for athletes – developed at the TU Berlin, brewed in Winnweiler.
- Consumer und shopper research
- Persona- and brand workshop
- Brand positioning
- Brand strategy
- Design concepts and routes
- Design test
- Packaging design 2D/ 3D / 360°
- Brand and design manual
- POS appearance
- Marketing tests