Situation:

Orka was experiencing declining sales and fading relevance – dying a slow and painful death on the shelves. (Orka's costumers primarily consisted of truck drivers and taxi chauffeurs).

Brief:

Revamp Orka and make it more relevant for future generations + re-establish its place in the market against the competition.

Objectives:

1. Rebrand Orka to challenge the market leader (Monster).

2. Position Orka as a brand that resonates with Gen Z and like-minded people.

3. Increase brand awareness and engagement among target demographics.

4. Drive sales and gain market share.

Budget:

Minimal budget allocated for the rebranding project – a do-or-die approach.

Project Scale and Volume:

A comprehensive revamp of Orka's brand identity, packaging design, campaigns and community engagement initiatives. Despite the minimal budget, the project involves significant creative efforts and collaborations with local Icelandic artists to transform Orka into a cultural platform.

Orka's rebranding is all about ditching the macho image of energy drinks and becoming a more inclusive and relevant option. Driven by a commitment to keeping pace with culture and actively participating in it–rather than merely attempting to fit in.

Acknowledging the evolving values of today's consumers–particularly among the forward-thinking Gen Z demographic, Orka embraces an AntiMacho mindset and promotes inclusivity and cultural relevance. By doing so, Orka positions itself as a brand that resonates with individuals seeking authenticity and the opportunity to make a meaningful impact on the world around them.

Orka's primary target is the socially conscious Gen Z population of Iceland (and of course like-minded people). Deeply entrenched in the country's progressive and vibrant art scene, Icelandic Gen Zers value authenticity, creativity and social responsibility. With this approach, Orka aligns with the values and aspirations of this demographic, serving as a catalyst for creative expression.

The process began with thorough market research to understand consumer trends, preferences, and cultural shifts. We conducted collaborative workshops with cross-functional teams, including artists and target audience interviews.

The insight revealed the need to challenge category norms and position Orka as an inclusive and culturally bold brand, rooted in Gen Z values and evolving consumer preferences.

Internal challenges included budget constraints and organizational resistance, while external challenges involved competing in a crowded market. Overcoming these challenges required cultural insights and strategic planning, along with a commitment to creative innovation.

The breakthrough moment occurred when we realized Orka's identity could be a fluid platform for artistic expression. Involving local artists allowed us to differentiate the brand and deeply connect with the target audience. This breakthrough paved the way for Orka's rebranding success and long-term growth: Icelandic Moodenhancing drink traveling at the speed of culture.

Positioned as an "Icelandic Moodenhancing Drink Traveling at the Speed of Culture," Orka's identity took a fluid direction, symbolized by an ambigram logo that speaks volumes regardless of orientation—a fusion of art and identity, signaling Orka as a platform for expression.

Orka is for everyone, everywhere, embracing diverse perspectives and angles. It celebrates the spirit of the creator generation, inviting them to shape and evolve the brand's identity. Orka's packaging becomes a dynamic canvas for artistic expression, ensuring its vibrancy and relevance within cultural movements. This ensures Orka's vibrancy and relevance within cultural movements, as each artwork adds depth and meaning to the brand's narrative.

This collaborative approach elevates Orka beyond a mere product—it becomes a platform that celebrates and empowers artists, where the artists are not just contributors but curators, shaping campaigns, events and the identity itself.

Orka has seen a significant increase in brand value since the rebranding, with perceptions of it as a modern, entertaining and progressive brand more than doubling between May 2021 and Nov 2023. Specifically, perceptions of Orka as modern rose from 25% (May 2021) to 60% (Nov 2023), as entertaining increased from 41% to 56%, and as progressive surged from 19% to 47%. Conversely, perceptions of Orka as old-fashioned declined from 51% (May 2021) to 27% (Nov 2023).

Sales surged impressively by 154% post-rebranding, showcasing Orka's enhanced appeal and consumer interest.

Orka successfully achieved the objectives, surpassing expectations for making the brand more relevant for future generations. It has also led to improvements in other indicators, such as brand awareness, engagement and social media sentiment.