TrueStart is a rapidly growing, multi-award winning, young British coffee brand challenging the norms of caffeine consumption. The Bristol based start-up wanted to build on their success by expanding into new formats and moving beyond their sport and fitness product focus. Our strategic repositioning and rebrand shifts TrueStart from telling a functional sports drink product story to an engaging lifestyle brand, with an attitudinal narrative.
Our partnership with TrueStart allowed us to develop a vision that harnesses its go-getter attitude, increasing its relevance to energising lives every day and broadening the brand’s appeal. Now, TrueStart provides energy for all of life’s experiences – from the everyday to the extraordinary. It is all about motivating consumers to embrace their wild side and to dive in to new adventures.
Normal is boring for Truestart, so we created a brand identity and world that is dynamic, full of life, and disrupts the coffee category. We crafted an irreverent and vibrant TOV to reflect the brand’s ethos to encourage consumers to own the unknown, be their boldest selves and go wild for life.
TrueStart believe in having it all and that means not only embracing life but embracing the planet. They strive to be as hyper-sustainable as possible, from the recycled glass of their cold brew coffee to their biodegradable Nespresso-compatible pods.
Helena Hills, Co-Founder and CEO, TrueStart says “We have a lot of love for the sports and performance sector, but we knew our offering had so much more potential. There are go-getters out there like us who want to live life to the fullest and that is who we are targeting. Right from the start, BrandOpus understood what we could achieve and knew how to get us there. Our new brand is perfect for us and we know it will make a big splash!”