#WBD Blog
Mar 19, 2026
Plenish new brand identity
Plenish, the UK’s number one brand for single shots, has unveiled a bold new visual identity for its bestselling shots range, designed to accelerate growth of the rapidly expanding category (over the past two years the functional shots category has grown +158%) and make functional health products easier for consumers to shop.
The refreshed design places the brand’s signature natural ingredients front and centre, improving visibility in the increasingly crowded functional drinks space while helping shoppers more easily identify the health benefits they’re looking for.
To support the relaunch, Plenish is launching its biggest ever comprehensive campaign, spanning advertising, shopper marketing, nationwide sampling, influencer partnerships and experiential activations.
What’s in a name? Lots. And for brands – especially new ones – it can be an accelerator or an unmemorable drag factor. New brands could learn from Plenish.
***To be honest our response to names is influenced by our attitude to the thing named and it can change – unconsciously – through familiarity or affection over time. No one questions the name of the Beatles anymore, but #WBD is not sure it was a zinger from the start! 😊 ***
Plenish is a great brand name. Gently subverting the underlying benefit of ‘replenishment’ with an ownable, distinctive, simple and easy to remember name. We have not seen data, but we suspect this was a superpower for the brand in its early days. Now the brand is established it continues to be a key asset.
The design refresh is clean, simple and focuses on magnifying key messages and benefits. The imagery of key natural ingredients re-enforces the brand position and builds the wellness credentials. The brand has resisted the temptation to fill the relatively small available spaces with over-communication. We did briefly discuss if the brand logo could be more distinctive and ownable beyond the simple typography and the linked S & H, but maybe that would be too peacock-esque for a brand that quietly demonstrates what it does… sometimes brands need to show not tell.
