PLINK!

REDEFINING THE DRINKS INDUSTRY: Bringing to life a sustainable drinks brand with 99% less packaging than bottled or canned alternatives.

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THE CONTEXT

Effectively the bath bomb of the beverage world, Plink! is a naturally flavoured effervescent tablet that turns any glass of water into a refreshing drink, using just 1% of the packaging of a normal bottled or canned drink with 98% less carbon impact per serving.

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THE CREATION

From the name to the bold and graphically charged identity–we envisioned an energetic and exciting brand where flavour, fun and authenticity are at the forefront. The name itself is both onomatopoeia and instruction. It's the sound of the product entering the water and starting to work its magic. For us, the energy and emotion that the name Plink! evokes helped to guide the rest of the brand language, including the use of bright colours, exaggerated typography and a very human, authentic way of communicating with the world.

“Made Thought identified that we needed to radiate joy and be covetable, in our own right. Whenever I’m out in the world meeting customers, it’s clear we hit the bullseye. From our wordmark, to our digital presence, to our packaging, our brand has a gravitational pull, and those who are drawn towards it can’t help but smile.”

Maxwell Luthy, co-founder, Plink!

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“For us this was a really exciting opportunity to take a good idea–one with the potential to incite positive change at scale–and figure out how to bring that message to the world. Working alongside Max and Luke, almost from day one, we were able to build a brand that felt true to their vision and mission while also having the potential to cut through a busy market and engage a digitally-saturated audience with something that feels really new and interesting.”

Nick Marshall, senior partner, Made Thought

After creating the brand, we were also tasked with how to engage Plink's target audience. Developing a comprehensive social strategy, we created content franchises to hero each of the brand's key messages and advised on key tactics for growing a community. Video is joy-filled and lo-fi, often featuring Plink fans themselves, while typography creates cut through with hero facts and stats. The result is a rich mix of content that creates reach, aids consideration and ultimately drives conversion into the Plink world.

https://drinkplink.com

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