Dragon Rouge designs new probiotic soda water brand

Creative agency, Dragon Rouge, worked with inm, a dairy and food manufacturer in China to create the product strategy, naming and packaging design for a new probiotic soda water, inm Mr. Angry. The product combines the taste of yogurt with fizzy soda.

The challenge was to get the best of both worlds, winning a larger market from both the probiotic beverage and the soda water categories. The product positioning was inspired by the exhaustion and pressure Gen Z in China (the target audience) experiences after beginning to confront the challenges of life. With this in mind, Mr. Angry aims at restoring young people’s energy while also helping them relax and stay positive.

The Chinese naming (Mr. Angry / 生气君) has multiple meanings: “生气” is synonymous with lively, bubbling and angry. “君” has the same pronunciation as the word ‘bacteria,’ indicating it’s a probiotic drink.

The name is accompanied by the the angry emoji, which aims to share the emotional burden with the consumer. The emoji reflects how Mr. Angry seeks to help take consumers’ negativity away, leaving behind a brightened mood. The headband represents the “can-do” spirit of Gen Z as well as the positive mindset of the brand.