ADIO is an Egyptian premium CSD “Carbonated Soft Drink” that targets the cool yet real people that live their life the way they want, which explains their Motto “Cut The Crap”. Adio comes in Ginger Ale, Mojito, and Cola Lime flavors instead of the usual Cola, Lemon, and Orange carbonated drinks flavors you’d find in the market.
There are usually two kinds of dreamers; ones that went over the moon with a mediocre concept, and the other kind who have an authentic idea, a journey, and a story to tell, but need the right approach to publicly advertise it. Adio happens to fall in the second category, they had a unique product carefully crafted for the target audience that most brands target yet fail to understand the way Adio does. The only missing part of Adio success equation was how to brand it creatively among the Egyptian market in a way that does this unique blend justice.
Today, we have a story to tell.
A story that reflects the past and transcends values of the future.
A story about vision and passion.
From the heart of conflicts, rises a new hope.
The ostrich feather is the emblem of the Egyptian Goddess,
Ma’at,
embodying justice. Egyptians believed that at the time of death, the feather would be weighed against the heart of the deceased.
A heart made heavy by sins, outweighed the feather and was devoured by the monster Ammit, but a light heart meant the individual was free from sin and entitled to join Osiris in the underworld.
The origin of the phrase “light hearted.”
After studying Adio’s personality carefully we started seeing Adio as a locally produced brand that got inspired by the past to target those who are ahead of their time. To make this unique blend come to life our research team travelled back in time to connect the history of Egyptian culture to Adio’s future. They came back with the ostrich feather and merged it with Adio’s logo; the feather represents the Egyptian Goddess’s truth which aligns with Adio’s authenticity. And to reflect the youthful and futuristic side of the brand our design team went for the neon popping colors as they represent the fizzy and energetic side of Adio as a product and at the same time embrace the life of excitement and fun that our youthful target audience lead. Fisheye also designed posters, packaging, and sample fridge. The logo and designs for Adio were tested and adapted by involving a sample of Adio’s target market in a focus group setting.
The FEATHER of MAAT:
The ostrich feather is the emblem of the Egyptian Goddess embodying justice, Ma’at. Egyptians believed that at the time of death, the feather is to be weighed against the heart of the deceased. Then we started creating the brand’s look and feel, through designing the brand’s labels along with the rest of marketing materials.
Adio created a buzz in the market and impressed the youth, as they felt that the product, they were holding in their hands matched their energetic lifestyle and personality. The product also proved to be popular among people out of our targeted age group as they were impressed by Adio’s “cool identity”.
We are proud to have developed this project from the ground up, Adio was born under our eyes and now it is expanding rapidly in the Egyptian market.
Mission Accomplished.
