Case Study: Nélia™ — Be Divine (In Development)

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To develop and launch a new premium FAB brand identity that:

• Differentiates Nélia™ in an oversaturated market.
• Appeals to women ages 21–44, with secondary appeal to men in the same demographic. 
• Establishes Nélia™ as a fashionable, divine choice for social and personal consumption.
   

Rooted in mythology, the brand narrative introduces Nélia™ as a celestial goddess delivering moon nectar to Earth. Each flavor is inspired by a mythological character:

• Aquila™ – mild grape malt, honoring Zeus’ eagle. 
• Cygnus™ – berry-infused, named after the mythic swan. 
• Hydra™ – lime water, referencing the sea serpent.

This storytelling framework informs every visual and experiential design element, from bottle illustrations to media campaigns.

The Nélia™ logo features:

• A waning moon symbolizing the nectar pouring down to Earth. 
• A star within the moon’s crescent, signifying the divine origin. 
• A minimalist but ethereal aesthetic intended to evoke elegance and mystery.
   

Each flavor’s packaging includes custom iconography and celestial color palettes that reflect the deity it represents, giving each bottle a collectible, status-driven feel.

• Sold in a unique 3-pack: 2 malt beverages + 1 lime-infused water.
• Aimed at promoting responsible drinking and encouraging savoring over excess.
• Designed to visually pop on shelves next to competitors like Mike’s Hard Lemonade and Smirnoff Ice, with premium foil accents and mythic illustrations.
   

SWOT Insights:

• Strength: Standout celestial design and premium narrative.
• Opportunity: Reframe FABs as stylish and exclusive.
• Weakness: Industry saturation and shifting trends.
• Threat: Established giants with market dominance.
   

Positioning Statement:
Nélia™ offers a celestial experience for modern drinkers seeking flavor, elegance, and a touch of the divine.

Tagline: “Be Divine.”

Primary Channels:

• Television: Animated commercial featuring Nélia™ on the moon, bottling glowing nectar and sending it to Earth. Ends with the woman on Earth glowing as she sips—linking fantasy to personal transformation.
• Print & Digital: High-contrast imagery featuring bottles or the goddess in a starry sky, with QR codes for web engagement.
• Social Media: Demographic-targeted Facebook ad campaigns, with seasonal budget adjustments and flexibility to swap ad variants.
   

• Website: Central hub to introduce the brand, its mythology, and where to sample. 
• QR Codes: Embedded in print to track engagement and drive site traffic.
• Social Impressions: Measured weekly via CPM-based advertising dashboards on Facebook, Google, and Yahoo.
   

Short-Term Goals:

• Build initial brand awareness.
• Introduce product in retail and nightlife spaces.

Long-Term Goals:

• Achieve 10% market share in the FAB sector. 

Takeaways:
The Nélia™ brand design used mythology as metaphor and strategy. By wrapping the product in divine narrative and design polish, it created a brand that felt aspirational and immersive—a drink you don’t just sip, but experience.