28 April 2015
Mello launches into Waitrose with new identity from Ziggurat Brands
Mello is launching in 218 Waitrose stores with new brand identity and packaging design from Ziggurat Brands. The UK's first and only fresh, cold-pressed melon juice, Mello's two flavours present shoppers with a clear and intriguing question: Do you want to feel beautiful inside and out?
- Watermelon: a rich source of potassium, with a high water content to rehydrate and detoxify, watermelon increases blood flow and reduce muscle soreness making it a perfect post-exercise refreshment
- Cantaloupe: described as nature's beauty fruit, it provides Vitamin A and C to promote glowing skin, a healthy immune system and a boost to energy levels
Melon in its purest form
"Where we grew up, fresh melon juice is available everywhere," says co-founder Rose Aldean. "We saw an opportunity to bring this incredible product to UK consumers, and after a year of research and development we discovered a way to do it in its pure form. By cold-pressing the juice we avoid the need for pasteurising and retain all of the nutrients and the flavour."
Aldean teamed up with school friend Sophie Lund and since launching in December 2013 they have not looked back. Mello was rapidly listed in Planet Organic, Whole Foods Market, Harvey Nichols and Ocado, but when they began talks with Booths and Waitrose, they knew it was time to develop their brand identity and packaging design.
"We needed an agency that would help establish Mello as the market leader in melon juice and melon products," continues Aldean. "We want to be to melons what Vita Coco is to coconut water and Copella is to apple juice. So, it made sense to talk to Ziggurat, the agency that first created the Copella brand."
Exotic, stylish and edgy
Mello is unmistakably healthy and wholesome but the brand identity from Ziggurat deliberately avoids labouring this aspect. Instead it highlights the exotic, stylish, and edgy nature of this new premium product. It stands out in a crowded category. It is the type of bottle a supermodel would be photographed carrying out of a gym.
Chris Metrrick, Ziggurat's Creative Director, says: "Mello sources fresh melons from all over the world, and by using the cold-pressing technique captures all the goodness of these exotic fruits in the bottle. Our designs aim to convey just how precious this product is."
It achieves that through the use of striking and unusual stylized geometric images of the fruit. These evoke not just the texture and flavour of the product but also the world of fashion. There is an editorial feel to the logotype, and the on-pack copy reads almost like the pages of a fashion magazine.
Mettrick adds: "This is also a brand created to endure. The green we have used is not typical - it is slightly blue - and is a colour Mello can own. The visual elements will come off pack and work in any future brand extensions."
Product + brand
The launch into 218 Waitrose stores is a remarkable achievement for a company that is not yet two years old.
Lund adds; "You need a great product to get started but to secure such a widespread listing in a major retailer you need not only a product which consumers will love, but also a brand that shoppers will notice and pick up. That's what we have now, and we can't wait to see it on shelf."
