Brief Explanation

As the brand has been around for many years, its traditional image was very much ingrained in the minds of consumers. In addition, traditional Asian drinks on the whole are losing their foothold over the increasingly sophisticated younger generations who now have so much more choices of beverage. Recognising that these challenges can only be addressed with a concerted effort on all fronts – from marketing and advertising, through product formulation and packaging – the objective of this inaugural website is to simply provide a creative revamp of the brand, giving F&N Seasons a fresh new personality and a presence on the web.

The Brief

F&N Seasons is a range of Asian soft drinks and teas that have been enjoyed by generations. Conscientious of the need to appeal to the younger consumers, the client decided to rebrand the range, introducing new flavours and at the same time, begin communicating with the younger audience on their 'native' channel ie the internet. The agency was thus tasked to design the brand's first ever website.

How the final design was conceived

A key proposition of the brand has always been well-being; this is directly derived from the products themselves, Asian drinks such as Green Tea and Barley which offer refreshment as well as health benefits. For the rebranding, the client took this general concept of well-being and whittled it down to a specific angle, that of positivity. With a positive attitude, everything will turn out well – and this is just what we depict on the website.

Indication of how successful the outcome was in the market

A Facebook group was started in tandem with the website (which links out to the Facebook page). The number of followers has since reached more than 15,000.