Mupy
Bringing back a suburban classic beverage back to relevance and pop culture.
Business, Culture & Creativity Bridge
Business
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50 years old Mupy brand was losing ground to other soy-based and nuts-based beverages and needed to find an exclusive and powerful space to fight big corporations.
System
No investment in communication and trade marketing.
Main values were created by consumers and belonged to micro-cultures.
The most classic and iconic package was a plastic bag, financially and commercially.
Methodology
Classic rebranding process - desk research on competition, qualitative and quantitative study, brand idea.
Brief to designers.
Cultural Opportunity
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Childhood nostalgia explored through the lenses of "real playing" at streets, dirty feet and smartness against "apartment childhood" with controlled behaviour, cleanness and clueless childhood.
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The lack of investment made Mupy an authentic brand, used to represent occasions, moments and memories exclusively created by consumers.
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Creative Solution
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Introducing a fresh brand positioning: "Mupy - For Those Who Know How to Play."
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Unveiling a new design aesthetic that embodies our brand's.
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Transforming the iconic nostalgic plastic bag into a unique character and offering it as exclusive packaging at exclusive POS rather than mass packaging. Incorporate anime references to honor vibrant subculture that has supported our brand and products over the years.