Covers Products: Ginjan
Ginjan is a high pressure processed (HPP) beverage that features ginger, pineapple, lemon, vanilla, and anise as its key ingredients. The product is also sweetened with sugar, which results in a total of 30g of sugar and 120 calories per bottle.
Based on a 1000-year-old West African recipe, the product is potent, but refreshing, with ginger as the focal point. In the first sip or two, you can taste the lemon and pineapple on the front end and the vanilla at the finish. However, as is often the case with products that are heavy on the ginger, the secondary flavors quickly fade away -- that means that in order to really enjoy this product, the consumer will have to be a fan of ginger and spice.
Fortunately, we think that the packaging makes this pretty obvious. They’ve placed the word “ginger” near the center of the label and the product has a name that’s clearly a play on the word. The design itself is clean, with text and graphics that give the product a polished look. However, we think it feels a bit sterile rather than approachable. To improve upon this, the Gingjan branding could be stronger and a more dominant piece of the label. Furthermore, some sort of statement about what the product is (a juice?) would be beneficial.Overall, Ginjan’s first effort is a good one, but it definitely shows signs of its infancy with the branding and messaging. Whatever they do, we think that they’ve proven that they can create high quality tasting liquid and a polished label. Our next question is how it develops into a brand.