Cuculand
A cult ice-tea brand for the young, pure and free
Ice tea is a crowded, low-differentiation category, where most brands compete on flavor and price. A group of entrepreneurs setting out to launch a new one chose not to fight on those terms. Instead they wanted a brand with attitude — a cult brand that a young audience would choose for what it stood for, not only what it tasted like. Brandient was engaged to create it: the name, the world, and the voice.
The idea sat in the name. Cuculand — "cuckoo land" — is the imaginary place we half-live in and half-escape to, the imaginary life inside a real country and the other way around. Playful and a little rebellious, it framed the drink as an attitude rather than a beverage: an ice tea for the young and free-spirited who manage to keep their humor and imagination intact despite the daily grind. Carried across the packaging with wide-eyed humor and a premium, cult sensibility, and anchored by the line "Pure & Free," Cuculand read as a brand with a point of view — the world we live in, the world we want to escape to, or the world waiting for us.
The result gave a commodity category a brand with a genuine personality and a following to match — proof that even an ice tea can win on meaning as much as on taste. Its packaging design was recognized with a Pentawards Bronze.
Client:
Trigento Marketing
Industry:
Food and Beverages
Project type:
New brand creation
Date:
2009
Services:
Brand Positioning, Brand Name, Narratives and Voice, Logo and Visual Identity Program, Packaging Design, Digital Design, Communication Design, Brand Guidelines
Award:
Pentawards Bronze Award in 2010
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