Three bespoke flavours, 4,200 branded cans and daily deliveries. See how we brought Fenty Beauty’s drinks brief to life for its 10-day Covent Garden pop-up.
What we provided:
- 4,200 clear PET cans of iced drinks
- 3 bespoke flavours developed to reflect foundation shades
- Custom, clear print labels with Fenty Beauty branding
- Daily deliveries to Covent Garden for 10 days
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The brief
When Covent Garden’s beauty festival returned in September, 80 beauty and wellness brands came together to create a beauty playground, with expert masterclasses and exclusive pop-ups courtesy of Space NK. Fenty Beauty was on site for the full 10-day festival, showcasing their latest foundation launch in their Fluid Flex Gym.
Inclusion is at the heart of Fenty Beauty and its wide foundation range reflects that. Fenty Beauty and event partner SEEN Group asked us to bring that same thinking to the drinks, adding a touch of hospitality to their pop-up with bespoke branded shakes reflecting a range of skin tones. With limited storage on site, daily deliveries were needed to keep stock levels topped up. And of course, the drinks had to look the part and fit Fenty Beauty’s polished aesthetic.
Our approach
Fenty Beauty wanted three flavours to reflect light, medium and dark skin tones. We put together a menu of options, drawing on our Iced Coffee and Tea range and suggesting a few additional blends to suit the brief:
- Chocolate and Date Oat Milk Shake
- Salted Caramel Iced Latte
- Vanilla and Almond Milk Shake
The team were keen to try the drinks before any final decisions were made, so we provided samples so they could be sure that they tasted as good as they looked. Along with the fresh drinks, we also included a range of bottles, our new PET cans and different label print options, so the team could get a real feel for the product before selecting their ideal combination.
Ultimately, clear printed labels on the PET cans came out on top, in a crowd-pleasing flavour line-up:
- Vanilla Oat Shake
- Salted Caramel Iced Latte
- Chocolate Oat Shake
Not sure which flavour is right for your brief? A sample box can help with that. Mention it when you get in touch and we’ll talk it through.
The logistics
The Beyond Beauty festival lasted 10 days, running from 4th to 13th September, in London’s iconic Covent Garden. With tight storage space, product freshness and stock levels to juggle, we agreed on daily deliveries of 420 drinks to keep the custom cans flowing.
Alongside daily deliveries with our chilled courier, we scheduled production each day too, making sure the drinks arrived consistently fresh and ready to be enjoyed.
The impact
The cans fit in seamlessly with Fenty Beauty’s space. The drinks matched the tonal brown branding perfectly, and it didn’t take long before our social feeds were being filled with the bespoke cans. The clear labels showed off the carefully chosen drink colours, making the cans a photo-worthy part of the pop-up that visitors couldn’t help but share.
Among the 80 beauty brands at the Covent Garden festival, Fenty Beauty needed to stand out, and the custom-branded cans helped them do just that. A clear creative brief and carefully chosen flavours came together for a perfect branding moment.
Fenty Beauty was the first client to choose our new PET cans, and we can’t think of a better way to have launched them than 4,200 custom drinks, served over 10 days, in an iconic corner of London.
Want to bring your brand to life with a fresh approach? Let’s talk about how bespoke drinks could create your perfect activation.