B&B studio creates SUPERKEEN – a nutrition and wellness brand for an anti-inflammatory lifestyle. – Marketing communications news

B&B studio has collaborated with founder Caragh Keane to create thise SUPERKEEN, a nutrition and wellness brand designed to support an anti-inflammatory lifestyle. Inspired by Caragh’s own diagnosis of autoimmune disease lupus, and her experiences with the ‘Auto Immune Protocol’ (AIP) way of eating, SUPERKEEN is launching a range of allergen-free tigernut-based cereals.

The project includes brand positioning, creative strategy, branding and all brand design and packaging and is the latest brand creation to emerge from B&B studio, an agency known for its highly successful food, drink and wellbeing launches including BEAR, Pip & Nut and Kit & Kin.

Make friends with food

Understanding people’s emotional relationship with food was key to B&B’s approach, especially how people with autoimmune issues or food allergies can often feel alienated from brand offerings. Based on this, B&B built the brand positioning around the big idea ‘Make friends with food’ and set a direction for the brand, inspired by community, inclusivity and support. Importantly, the brand is targeting all health seekers who want to avoid inflammatory foods – not just those with allergies. The name SUPERKEEN is a play on founder Caragh’s last name and reflects the positivity and enthusiasm that both she and the brand represent.

What does anti-inflammatory feel like?

The creative brief for the design explored the feeling of being free from inflammation, an idea that led directly to the design of the brand’s mascot: Cloud Guy. Calm, floating and relaxed, Cloud Guy embodies the feeling of lightness that comes with physical well-being and represents the antithesis of inflammation. Its chill vibes, which are central to the brand design, set the tone for the rest of the brand world. From graphic shapes to physical materials, the brand is characterized by round shapes, curved edges and soft textures – all combining to radiate an anti-inflammatory feeling.

A bold brand color – positive pink – roots the brand among a group of contemporary challengers and is accompanied by a palette of flavor-inspired shades. The curved wordmark adds craftsmanship and quality, subtly balanced by the characterful typography in capital letters.

Characterful inclusiveness

Created for a diverse audience of health seekers, allergen avoiders and AIP eaters, SUPERKEEN is designed to appeal to all ages, from children to adults. While Cloud Guy – and his accompanying team of allergen-inspired characters – bring a kid-friendly sense of fun to the brand, their simple style and witty characterization connect just as powerfully with an adult audience.

Lisa Desforges, head of strategy at B&B studio, says: “It was a pleasure to work with Caragh to create SUPERKEEN. The ‘Make Friends with Food’ idea perfectly reflects her positive approach to wellbeing and has set the tone for an irresistible brand. We can’t wait to see her succeed.”

Founder Caragh Keane says: “SUPERKEEN is about providing delicious food to all kinds of people and offering a sense of solidarity and support to people with food-related allergies and illnesses. B&B has ensured that everyone wants to be part of this highly sought-after brand, regardless of their health status.”

SUPERKEEN can be found online at www.superkeen.com

Source: B&B studio

B&B Studio, brand design, brand positioning, branding, launch, marketing, packaging, SUPERKEEN