TAO

WHAT WE DID

Category Audit Naming Visual Positioning Brand Identity Packaging Design

CHALLENGE

Based on consumer insights, new behaviors of youngsters and opportunities in the soft drinks market, Carlsberg Importers decided to launch a new functional energy drink in the face of booming energy drinks. The philosophy of the product was inspired by the ancient Chinese medicine and the thoughts of Lao Tseu: find your well-being. A drink based on 100% natural and functional herbs, we gave birth to this totally new brand with an ownable brand personality, strong brand identity and an appealing packaging design.

SOLUTION

We created a powerful, innovative and modern image with a strong personality focused on wellness. The design, inspired by Asia and nature, is very conceptual, graphic and innovative with colors. Sales exceeded expectations merely 3 months after the launch and without any advertising support. Initially launched in selective fitness clubs and in hype bars, Tao was soon introduced into the mass-retail stores. Celebrated in 2005 with a Silver Award at the 10th Annual Beverage Packaging Global Design Awards, Tao energy drinks naturally refresh.