Since its introduction in the early 90’s, ProViva has grown to become Sweden’s biggest name in functional drinks, especially popular with older consumers.
Our solution was a complete overhaul of the brand strategy, visual identity and packaging. We brought bacteria to life in a more confident and quirky way while still retaining taste appeal. The new logo is simpler and more flexible, and the unique benefit of billions of good bacteria is placed proudly on the front of each pack. Eighty charismatic new fruity and bacteria-like ‘promojis’ combine with typography to provide a distinct and quirky charm whatever the message. Weightless pack shots and swirling layouts of fruit and illustration communicate the natural flow in a healthy body. The identity also departs from a single colour to a family of five primary colours to better represent a re-energised brand full of life and innovation.
ProViva realised a big change was needed and approached us to revolutionise the brand, target a younger audience and better differentiate the packaging. During our research we discovered that ProViva’s unique bacteria is something that should be celebrated rather than just ‘added-on’.
