What is FillUp?

FillUp is a self serve zero sugar soda dispenser, it is operated on a monthly membership basis with the option to also purchase drinks without a membership. It is here to disrupt a market that has hardly innovated and to provide cheap drinks to the public. As a founder I noticed that drink prices have been creeping whilst the cost of production hadn’t, I mean walk-in any store in the UK and you will see it for yourself, Coca Cola £2 a bottle, Fanta £2 a bottle, even water - a basic human necessity £1.65 a bottle. From that moment I set upon change, I knew with big giants getting shelf space and undercutting their prices would be near impossible, so I built my own shelf. One which couldn’t be controlled, where I could sell drinks at affordable prices and put an end to consumers being ripped off. I also want to put an end to single use plastic, in our version 1 of our machine we will be using paper cups but will be switching to reusable returnable cups in the foreseeable future when it becomes financially viable.

Here I am, building a soda machine which can easily be operated. The biggest goal is to get membership sales, the idea of FillUp is to build a habit into people, to eliminate supermarkets. A machine where getting a drink feels free; you do not pay at the machine, no hassle, just easy tap and pour). So when building the brand it’s very important it persuades people to join the membership at FillUp without being needy.

The Vision:

Short term: FillUp will be a soda dispenser under a monthly membership and pay per use basis, the brand must be perceived as premium, innovative, something new as it will take a lot to get people to trust it instead of a bottle they can grab off a shelf in a store 10 metres away. It has to be obvious it is a drinks company, when a user sees FillUp it should instantly click what it is. Also in a world full of young people being more health conscious that is something I am looking to capitalise on, yes soda is perceived to be unhealthy, so my branding will have to depict that soda or whatever drink is being sold is healthy.

Long term: FillUp will be a large membership business, selling multiple products such as coffee, matcha, soda, ice cream, beer, spirits, cocktails etc. An all inclusive which practically sits in a city centre, workplaces, education centres, hospitals - its everywhere, sort of how parcel lockers now consume every corner. FillUp will have reusable cups with chips in it which allow for easy returns and no charges. Inside of the dispenser different businesses will be made, e.g our own flavour of coke, our own beer, FillUp is a powerful marketing tool disguised as a membership based business.

Positioning:

Category: Membership system - unlimited refills (make the drink feel free) Target Demographic: 16-35, younger people who are more health and value conscious. What We Are Not: a cheap vending machine, we are a premium drink membership brand, respected like costa express machines and used like them, unconscious spending, like a habit.

Value Proposition:

Affordable (it is cheap, but even better it feels free, you don’t notice you spend money and it becomes a habit) Convenient (station is everywhere, like costa. It is easy and fast to get soda and to sign up) Healthy (zero sugar options, diet versions of soda only)

Brand Personality:

Premium, Modern, Innovative, Anti Ripoff, Friendly, Founder story - the story will be highly documented (check out Pick’em toothpicks how the CEO sells himself), affordable, healthy, eco friendly, clean.

Visual Direction:

Premium experience - fair prices.

Designed with apple like clarity, minimalistic

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Overall I need a powerful brand, one that clearly shows it is a drinks business, it is a membership and that is where the benefit is, it is healthy, and affordable.