In 2024, we worked with many already established brands, continuing to grow their reputation and brand awareness throughout the Australian market. However, two newer brands came across our desk, and we helped to get their brand names up in lights and catapult them into success.
Interestingly, both products were in the health and wellness space. As we move through the years, and the next generations become more health conscious, these products are popping up everywhere in waves with great success and results.
Gennue Lab
Gennue Lab was an incredible team to work with, built by a young family with kids with allergies, who simply couldn’t find anything on the market to help support their kid’s immune systems – but without all the nasty additives.
Their mission is all about empowering awareness of the connection between the gut, mind and self.
We worked with Gennue Lab to not only launch their new brand but also to launch their very first product – it was a lot of launching new and exciting elements for this client.
We split their event into two days, one day focused on influencers and teasing the product out to the world before its launch on Monday, and the other event was all about the intimate family and friends – an opportunity for the client to showcase their hard work to their loved ones.
Design
My favourite element of this event was definitely the design; the brand itself is a minimalistic brand by nature, highlighting and emphasising elements in nature throughout all their copy and imagery. Lots of videos in the rainforest, the product in floating streams and users walking through nature sipping on their product.
The florals and textures were a really important element of this design. The florals focused on lots of moss elements, driftwood, and florals found in a rustic woodland natural environment; the bring the inside out.
Each of our design elements utilised lots of natural textures to bring it to life;
- The product sachet stands were recycled offcuts of timber from a building site, repurposed and painted for the event
- The product display was draped in natural linen cloth
- The display plinths were left unfinished and raw with an unfinished concrete plaster that was intricate and interesting
- The catering was displayed on draping natural linen cloth, and propped up with lots of natural stone textures
The point of each of these elements, tied in with the florals mentioned above, was to help soften the industrial warehouse nature of the venue, and transport those guests into the alternate reality of nature.
Of course, the complexity of this event was the added ‘Instagrammable’ nature when inviting influencers to an event. It’s one thing to be true to the brand, and relate it back to the origin of the brand story. However, it still has to look great and inviting – and be content that the attendees on the day want to share and showcase online to their followers.
Content
The content was incredibly important and empowering for this event, showcasing and highlighting the benefits of the product – in the here and now. Which is difficult for a product that takes time for the benefits to show.
The event started with a balance yoga flow session with Tess Alexander, this session got everyone grounded and focusing on the now. It was also a great start to the event, for a brand that is all about the connectedness between your body + gut, the yoga session got the guests focusing on their ‘body’ element of the equation.
We then moved into an incredible workshop by the team at Modern Minds, which focused on the impacts of every day elements on our gut health, and then of course, how the Gennue Lab solution can help solve these.
As human beings bombarded with information all day, every day, it was a great transition to get guests thinking and questioning things themselves.
Dr Hydrate
The second big brand launch we did this year was with Dr Hydrate. This one was not the initial launch of the product, but launching the product to a new market through the Hyrox Race Day in Melbourne.
This one was a little more straightforward as it was a lot more of a practical activation.
There were 3 main elements to this activation.
- Hydration stations – to hydrate athletes as they race through the course.
- Recovery Zone – to help rehydrate athletes at the end of the race and provide a chill-out zone for their recovery.
- Commercial Zone – to educate athletes on the product, and provide them with a location to purchase directly from.
Logistics
The biggest pain point for this project was the product (is a powder) is served best with chilled water. Just like any powder or cordial, when you mix it with room temperature, water, it just isn’t the same.
Since the sole purpose of this activation was brand awareness and sales, we needed to ensure the product was put forward in its best form to maximise the outcome.
This began our big research project to find a solution that would keep water cold, have the powder already pre-batched (so we weren’t ripping open thousands of sachets a minute), and serve close to 10,000 attendees over a 2-day period.
It was certainly a logistical challenge, but like any challenge at FAME, we love to sink our teeth in and find a solution.
We quickly identified a partner supplier to work with, who brings in their own kegs that pump a pre-mixed solution over ice and out the dispensing taps to quickly fill cups as they go.
Once the logistics were sorted, it then became a challenge; how to make the product stand out amongst the other sponsors and get people chatting.
The product comes in 6 flavours, and when all lined up together, it creates an incredibly impactful design that gets people’s attention.
Because of this, we worked on a dispensing wall concept. The wall would stand 2.4m tall, which will stand well over the other activations in the space, and ensure it can be seen for all areas of the space, thus creating a visual reference point for everyone at the event.
We then decided to use the wall to hide the dispensers and create a seamless dispensing solution for guests to ‘serve themselves’ from.
Very quickly, the wall became our favourite element of the activation and the athlete’s favourite.
If you have a brand you’re looking to launch in 2025, why not get in touch, so we can talk about how to bring your brand from paper and your mind to reality?