BeOn, the chocolate energy brand has recentlyÂ undergone a full strategic rebrand with the help of global strategic brand design agencyÂ BrandOpus. Â The rebrand encompasses a new name, new identity and new businessÂ model.
Previously called Energems, BeOn provides great tasting, bite-sized chocolate gems thatÂ can be eaten on the go and provide as much caffeine as the average cup of coffee.
In a fast-paced, convenience driven culture, time and energy comes at a premium forÂ many and for years there has only been a few alternatives to coffee. Â BeOn delivers a littleÂ lift to consumers so they can be ready to go, whatever the occasion. Â This new format hasÂ opened up the energy category to a new market, looking for an alternative to the highÂ sugar, jitter inducing energy drinks.
Our brand strategy and naming positions BeOn as a wellness lifestyle brand. Â In order toÂ drive relevant meaning, we introduced symbolism to the brand identity that representsÂ the idea of self-optimization. Â Expressing the idea of being on target, BeOn allows peopleÂ to switch on the best version of themselves. Â Backed by a powerful masterbrand look andÂ feel, the design communicates a strong and confident personality whilst achievingÂ effective stand out across all touchpoints.
Whereas previously Energems was only available in drugstore and supermarkets aisles,Â BeOn now has a subscription based model in order to better meet the needs of itsÂ consumers. Â The new model will deliver chocolate energy straight to your door.
Kimberly Dunphy, Creative Director at BrandOpus says, âBeOn needed to shift from itsÂ niche position in the supplements aisle to become relevant for the more mainstream âonÂ the goâ consumer. Â The rebrand is single-minded, bold and energetic which is exactly howÂ you feel once youâve tried BeOn.â