CULT rebranding
With our project, we have thoroughly examined Cult, a brand owned by Royal Unibrew and specializing in energy drinks and cider. We have analyzed their history, strategy with “Cult girls,” and identified the core issues. Through audits, interviews, surveys, and target audience analyses, we gained a clear picture of Cult’s current “awkwardness” challenges
Based on this, we have introduced Qult – a new name with a focus on quality. By minimizing the can’s design and removing the stigma surrounding energy drinks, we managed to create a new, neutral identity. Our approach is rooted in an effort to simplify the product to create an honest energy drink that appeals broadly.
In addition, we have developed a relaunch campaign aimed at giving a “boost in everyday life” and placing the product in relevant places for the target audience. Our goal is clear: We want to create a new Qult that breaks with previous image limitations and appeals to a broader and more diverse consumer base.
To see our insights and data, view our presentation via this link:
The project was developed in collaboration with Katrín María Magnúsdóttir, Lukas Blazek, and Jacob Von Oettingen.
