A meal shake startup brand
For those who want to set a personal record, Qarb’s is here to make it happen. When improving professional performances or body strength, you want to be nothing but the best. So why settle for less? Turns out, becoming the ultimate version of yourself can be pretty easy. From morning to night, from office to gym: Qarb meal shakes provide everything you need for physical and cognitive excellence.
Qarb wants to enter the growing meal-shake market. As more people become conscious about their diets and the time constraints placed upon them, they are in need for an easy solution. One that contains all the nutrition they need to thrive in life. As Qarb is competing with a huge number of competitors in this market, Boil was asked to position this startup brand so it can gain traction quickly.
create a new category
Boil decided to create a new category within this segment. We positioned the brand toward high-achieving entrepreneurs and labeled the category as "Business Shakes". That is how we uncovered a competitive landscape much less crowded in a category that was yet unclaimed. Our research also helped Quarb optimize its product based on the needs of this specific audience.
Most meal shakes focus solely on physical health, but entrepreneurs also need mental health. They often are under a lot of stress and need to stay focused all day long. So we searched for ingredients that help improve focus and concentration, and stumbled upon nootropics, more specifically: Alpha GPC. So far, this ingredient was not used in any other meal shake.
Validation is crucial to our process. We don't just design on gut feeling; we validate the design through research. We began testing the packaging and messaging to see what kind of associations were triggered with our main audience.
We decided to give the Qarb brand a premium minimal look. We believe this design triggers trust and puts attention to the most essential information, as our audience is a busy crowd lacking time. We created a new brand identity and several brand touchpoints.
The first important milestone was launching the brand. As being a startup they had to launch without a big campaign budget. We decided to build a campaign on the crowd funding platform Indiegogo using compelling product descriptions, awesome visual mockups and an inspiring video.