Signalform
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STRATEGY · 2025

A new position for a different kind of social drink.

ClientAster

Positioning, packaging and launch direction for a botanical drinks brand moving beyond the alcohol-free alternative.

SectorBotanical drinks
ServicesStrategy · Brand Systems · Growth

The problem

The early messaging explained what the drink wasn’t,

without giving people a memorable reason to choose it.

Packaging and messaging shifted from one channel to the next.

The goal

Improve how clearly people understood the product, lift online conversion,

and generate more interest from prospective stockists.

The scope

  1. 01Category research
  2. 02Positioning
  3. 03Message architecture
  4. 04Packaging visual direction
  5. 05Launch communication
Dried wildflowers and grasses against a plaster wall, their shadows cast by hard afternoon light — the botanical reference behind Aster’s new positioning
Dried wildflowers and grasses against a plaster wall, their shadows cast by hard afternoon light — the botanical reference behind Aster’s new positioning
A single white Aster can on a pale, empty surface, its soft shadow falling to one side
A single white Aster can on a pale, empty surface, its soft shadow falling to one side

Results

+33%

Ecommerce conversion

1.8% to 2.4%

+50%

Qualified stockist inquiries

18 to 27

+26pp

Proposition clarity

42% to 68%

Illustrative results from a fictional project.

Aster over ice with grapefruit and mint, crossed by leaf shadows — the drink as it is served
Aster over ice with grapefruit and mint, crossed by leaf shadows — the drink as it is served

“Once the packaging and the message finally matched, people stopped asking what Aster was and started asking where to buy it — our stockist inquiries jumped 50% in eight weeks, and our own site converted a third better.”

Isabelle Ferrand — Founder, Aster

Ready to give your next launch this kind of clarity?

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