Industry Buzz

Superfrau Rebrand: Innovating an Upcycled Whey Functional Sparkling Beverage

Through creative collaboration with the Superfrau founder team, Fenomenal created a brand vibe and personality to connect with Gen-Z and millennial consumers who care about the planet, sustainability and their own health.

Superfrau Rebrand: Innovating an Upcycled Whey Functional Sparkling Beverage

Case study written by Foodboro Partner Fenomenal

CHALLENGE

What the whey what?! Superfrau came to us with the challenge of bringing a super-innovative, category-breaking beverage to market. 

How do you express upcycled liquid whey in a cool, clever and delicious way to capture the attention of GenZ and millennial consumers? 

SOLUTION

Hey-hey, right this WHEY! Through creative collaboration with the Superfrau founder team, we created a brand vibe and personality to connect with Gen-Z and millennial consumers who care about the planet, sustainability and their own health. 

The result was a super-disruptive, super-successful, super-fast brand and product launch for Superfrau. Which puts Supefrau clearly where she needs to be, as a category innovator, category disruptor, and category leader. And she loves getting lots of attention! 

The woman-owned brand was designed to reflect the superpowers of the functional beverage. And introduces the German word “superfrau” to the American consumer, which translates to “Superwoman.” 

Superfrau is her own female superhero, on her own terms and in her own sustainable universe. Inspired by comic strips, conversational dialogue and bold feminine confidence, Superfrau is poised to dominate the category with health and sustainable benefits. This bold brand statement intentionally positions women as superheroes in a culture and category of traditionally male-dominated superheroes and beverages. 

Superfrau founders wanted the brand to be different, weird, quirky, and wonky. We created a brand personality and language that is unapologetically in-your-face, to break through the crowded RTD beverage category. But she’s still cheeky, ironic and doesn’t take herself too seriously, even while educating about the functional benefits of whey for the mind and body, and its sustainable benefits for our planet.

Bold, shocking, 100% magenta leads the big design and graphic elements of the packaging design. Quirky typography gets the conversation started about upcycling. ALL CAPS scream a little, too. Superfrau didn’t want to be just another can in the refrigerator case. She wants to shout-out and stand-out as the first sustainable upcycled whey functional sparkling beverage. 

Superfrau connects with consumers with a language and voice that’s real and relatable. And also really gives a damn about the planet. And personal health.  

Case study written by Foodboro Partner Fenomenal

CHALLENGE

What the whey what?! Superfrau came to us with the challenge of bringing a super-innovative, category-breaking beverage to market. 

How do you express upcycled liquid whey in a cool, clever and delicious way to capture the attention of GenZ and millennial consumers? 

SOLUTION

Hey-hey, right this WHEY! Through creative collaboration with the Superfrau founder team, we created a brand vibe and personality to connect with Gen-Z and millennial consumers who care about the planet, sustainability and their own health. 

The result was a super-disruptive, super-successful, super-fast brand and product launch for Superfrau. Which puts Supefrau clearly where she needs to be, as a category innovator, category disruptor, and category leader. And she loves getting lots of attention! 

The woman-owned brand was designed to reflect the superpowers of the functional beverage. And introduces the German word “superfrau” to the American consumer, which translates to “Superwoman.” 

Superfrau is her own female superhero, on her own terms and in her own sustainable universe. Inspired by comic strips, conversational dialogue and bold feminine confidence, Superfrau is poised to dominate the category with health and sustainable benefits. This bold brand statement intentionally positions women as superheroes in a culture and category of traditionally male-dominated superheroes and beverages. 

Superfrau founders wanted the brand to be different, weird, quirky, and wonky. We created a brand personality and language that is unapologetically in-your-face, to break through the crowded RTD beverage category. But she’s still cheeky, ironic and doesn’t take herself too seriously, even while educating about the functional benefits of whey for the mind and body, and its sustainable benefits for our planet.

Bold, shocking, 100% magenta leads the big design and graphic elements of the packaging design. Quirky typography gets the conversation started about upcycling. ALL CAPS scream a little, too. Superfrau didn’t want to be just another can in the refrigerator case. She wants to shout-out and stand-out as the first sustainable upcycled whey functional sparkling beverage. 

Superfrau connects with consumers with a language and voice that’s real and relatable. And also really gives a damn about the planet. And personal health.  

Case study written by Foodboro Partner Fenomenal

CHALLENGE

What the whey what?! Superfrau came to us with the challenge of bringing a super-innovative, category-breaking beverage to market. 

How do you express upcycled liquid whey in a cool, clever and delicious way to capture the attention of GenZ and millennial consumers? 

SOLUTION

Hey-hey, right this WHEY! Through creative collaboration with the Superfrau founder team, we created a brand vibe and personality to connect with Gen-Z and millennial consumers who care about the planet, sustainability and their own health. 

The result was a super-disruptive, super-successful, super-fast brand and product launch for Superfrau. Which puts Supefrau clearly where she needs to be, as a category innovator, category disruptor, and category leader. And she loves getting lots of attention! 

The woman-owned brand was designed to reflect the superpowers of the functional beverage. And introduces the German word “superfrau” to the American consumer, which translates to “Superwoman.” 

Superfrau is her own female superhero, on her own terms and in her own sustainable universe. Inspired by comic strips, conversational dialogue and bold feminine confidence, Superfrau is poised to dominate the category with health and sustainable benefits. This bold brand statement intentionally positions women as superheroes in a culture and category of traditionally male-dominated superheroes and beverages. 

Superfrau founders wanted the brand to be different, weird, quirky, and wonky. We created a brand personality and language that is unapologetically in-your-face, to break through the crowded RTD beverage category. But she’s still cheeky, ironic and doesn’t take herself too seriously, even while educating about the functional benefits of whey for the mind and body, and its sustainable benefits for our planet.

Bold, shocking, 100% magenta leads the big design and graphic elements of the packaging design. Quirky typography gets the conversation started about upcycling. ALL CAPS scream a little, too. Superfrau didn’t want to be just another can in the refrigerator case. She wants to shout-out and stand-out as the first sustainable upcycled whey functional sparkling beverage. 

Superfrau connects with consumers with a language and voice that’s real and relatable. And also really gives a damn about the planet. And personal health.  

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