BeOn has recently undergone a full strategic rebrand with the help of BrandOpus. The rebrand of the chocolate energy food encompasses a new name, identity and business model. Previously called Energems, BeOn provides bite-sized chocolate “gems” that can be eaten on the go and provide as much caffeine as the average cup of coffee. The brand strategy and naming positions BeOn as a wellness lifestyle brand. In order to drive relevant meaning, the agency introduced symbolism about self-optimization.
Expressing the idea of being on target, BeOn allows people to switch on the best version of themselves. And whereas previously Energems was only available in drugstore and supermarkets aisles, BeOn now has a subscription based model which delivers the product straight to your door. Kimberly Dunphy, Creative Director at BrandOpus says, “BeOn needed to shift from its niche position in the supplements aisle to become relevant for the more mainstream ‘on the go’ consumer. The rebrand is single-minded, bold and energetic which is exactly how you feel once you’ve tried BeOn.”