The problem
The early messaging explained what the drink wasn’t,
without giving people a memorable reason to choose it.
Packaging and messaging shifted from one channel to the next.
The goal
Improve how clearly people understood the product, lift online conversion,
and generate more interest from prospective stockists.
The scope
01
Category research
02
Positioning
03
Message architecture
04
Packaging visual direction
05
Launch communication
Dried botanical sprigs backlit in warm daylight, the ingredient reference behind Aster’s new positioning
An amber Aster bottle on a pale surface, its long shadow falling across raking afternoon light
Results
Illustrative results from a fictional project.
Aster being poured over ice into a tall glass, the drink as it is served
“Once the packaging and the message finally matched, people stopped asking what Aster was and started asking where to buy it — our stockist inquiries jumped 50% in eight weeks, and our own site converted a third better.”
Isabelle Ferrand — Founder, Aster