ICEBLOC

Launching a smart straw alternative

Adrian Potter approached us with the idea to create a sustainable and stylish straw alternative. He had the product concept, but he needed a Minimum Viable Brand to secure investment and launch his product into the lucrative UK drinks market.

WHAT WE DID

Brand strategy
Brand identity
Website
Physical collateral

Brand guidelines
Brand video
Naming

RESULTS

Now selling on Amazon

Review and test

CHALLENGE

With 8.5bn plastic straws used in the UK annually, there was a huge market opportunity for a sustainable alternative. However, he needed brand help to attract investors who could fund a six month trial period.

STRATEGY

We kicked off our 12 week MVB programme by getting to know the target audience, the existing landscape for straw alternatives and, most importantly, the problem. From this session it was clear we needed to balance the environmental benefits with the experiential ones. We then conducted product testing to get customer reactions that could inform our messaging and brand design. Their comments about how nifty and cool it was helped us bring personality to the brand.

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Working with FutureKings is by far the best business decision I have made to date. They've helped bring my vision to life, taking my gadget and turning it into a brand. I can't wait to show investors.

Adrian Potter, Founder, Icebloc

Design & engage

We used a light-hearted tone of voice, bright colour palette and fun ingredient illustrations to bring the brand to life.

We then created a brand film to show the Icebloc in action and help Adrian explain how it works in an engaging way. Alongside this, we built a website and pitch deck for him to take to investors - which provided the blueprint for his pitch to Dragon’s Den in early 2021.

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Icebloc was a fun project for us. We particularly enjoyed running the user testing sessions and found this incredibly useful when developing the brand messaging and expression.

Steven Anderson
Co-Founder & Executive Creative Director, FutureKings

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