At the heart of every project, there is
a campaignable idea that expresses
our clients proposition in a simple,
confident and compelling manner.

Simplee Aloe Brand creation

Expressing the youthful glow of Simplee Aloe

We delivered: Strategy, brand creation, packaging, website, posters, illustration


Dissatisfied by existing heavily sweetened aloe vera drinks available in the market, entrepreneurs Alex and Raymond set out to create a healthier aloe vera based drink that was made from all-natural ingredients.

With the name in hand, ‘Simplee Aloe’, they approached us to help them express their offering through a distinctive, engaging brand identity. The challenges were not only to compete against the current aloe vera drinks, but also secure listings with the big supermarkets which are stocking a rising number of coconut water brands (as a result of the success of Vita Coco).


We helped Simplee Aloe become something more than an aloe vera drink, by positioning them as a ‘youth invigorator’. We made Simplee Aloe stand out from their competition by showing a aloe vera leaf illustrated to look refreshing – purposefully chopped to create both a droplet shape and cheerful character.

The subtle spiky characteristics of the aloe vera leaf was used to heighten the characters ‘glow’. The logotype was redrawn to reflect to the shapes of the aloe vera leaves – the counter of the ‘a’ becomes a droplet from the leaf negative space above.

We further developed brand identity with an own-able set of icons that could help illustrate various points to help educate the consumer on pack and website.


Within the first month of launching, Simplee Aloe has been listed in Sainsbury’s, Whole Foods, The Japan Centre and Amazon.com.

Simplee Aloe logo in landscape version

Branded icons help educate consumers on packaging, website and posters