Crafting a Premium Identity in a Saturated Beverage Market

In the heart of Saudi Arabia’s ever-expanding beverage sector, where international giants and regional favorites crowd the shelves, ZOI Ice Tea needed more than a product, it needed a presence. With the category becoming increasingly design-led and youth-driven, ZOI knew its visual and strategic identity had to evolve in order to compete.

The challenge wasn’t just about standing out, it was about standing for something. The brand had to break through a cluttered FMCG market with a clear point of view, and own a premium yet approachable positioning that could resonate with younger, trend-aware consumers while delivering shelf impact across retail and modern trade.

From Confused to Confident: Building a Distinctive Brand Proposition

WonderEight began with a comprehensive brand audit and competitive mapping, digging deep into local market behaviors and global beverage benchmarks. Our strategic lens focused on repositioning ZOI Ice Tea with a purpose-driven identity, one that reflected clarity, taste, and modernity.

We crafted a set of strategic pillars anchored around ZOI’s value proposition, using these to reshape the brand narrative and packaging experience. The design system was uplifted to reflect a sleek, premium look while remaining playful and inviting. Messaging was restructured across all touchpoints to deliver clarity and cohesion, reinforcing the brand’s premium refreshment promise.

A Communication Strategy That Pops

With the new positioning and packaging in place, we translated strategy into story. The launch campaign was built around a bold, feel-good concept, brought to life through a dynamic hero film, visual content adaptations for social and digital, and a structured rollout of POSM to drive retail impact.

Our communications strategy covered everything from KPI mapping and digital media planning to audience segmentation and performance-based engagement. Content production included everything from localized messaging to motion assets, ensuring ZOI Ice Tea made a splash across every platform, online and off.

Cracking the Code of Consumer Engagement

The campaign delivered a revitalized ZOI Ice Tea brand that didn’t just look better—it performed better. With elevated shelf presence, a refined premium identity, and a targeted digital approach, the brand stood out in the eyes of both retailers and consumers. Early indicators showed a sharp increase in awareness and engagement across key digital platforms, while improved packaging and POSM visibility translated into stronger in-store traction.