In the caffeine supplement category, Dap’s innovative strip format was somewhat underpowered. With a very manageable 45mg of caffeine per strip, it was the perfect boost to reclaim energy and focus without the jitter or crash associated with the 100-200mg competitors in the set.

What underpinned this products repositioning was taste, convenience and a more manageable dose for caffeine boosts throughout the day. We redesigned visual and verbal systems reinforced this truth. Statement of identity shifted to “energy mint strips” to imply flavour and efficacy, whilst packaging language centered around reclaiming your baseline, with minty fresh gradients dialled in their flavour-forward approach.