Performance nutrition brand TRIBE has revealed a new brand identity inspired by the ‘Force of Nature’ alongside the launch of a new Hydrate product.
Hydrate is a performance energy and hydration product, which is the first in the UK market to use no synthetic vitamins or minerals, the brand claims. The range is made from real fruits, botanicals and electrolytes, and uses only food to deliver each nutrient, for example, delivering potassium from coconut water powder and sodium from sea salt.
The 100% natural range is designed for everyday athletes to help them perform better, and consists initially of three flavours: Lemon + Matcha; Strawberry and Tropical Fruits.
The new brand identity, which was funded by a crowdfunding round in 2017 and created in partnership with creative agency Pearlfisher, is designed to communicate how the products condense the power of nature for consumers to unlock whenever they need.
The ‘Force of Nature’ ethos is brought to life on-pack through illustrations of nature and the outdoors, while bold ingredient-themed colours aim to bring on-shelf impact.
The fresh look is supported by a redesigned website, and new and improved recipes, and aims to take the business from online into retail. TRIBE is also releasing a Force of Nature book featuring interviews with influencers and brand ambassadors as well as a series of videos.
“The success we’ve seen to date as online-only brand shows the opportunity in retail is huge and we are now on a mission to turn TRIBE from an online sensation with a hugely active community into a key player in retail sector,” explains Tom Stancliffe, TRIBE co-founder. “Our new brand identity brings to life how being part of TRIBE is about more than buying a product. We are a community of 50,000-plus everyday athletes brought together by a love of nature, connected by a fearless spirit for adventure and motivated by the desire to move forwards and leave a positive footprint on the environment and our communities. Our goal now is to build the largest performance nutrition brand in Europe by 2025.”
