JUICY JUICE REDESIGN & BRAND EXTENSIONS
Crafting a wholesome & delicious brand story
Client: Harvest Hill Beverage Company
Agency: Product Ventures
Role: Creative Director
Services: Brand Strategy, Naming, Visual Identity, Package Design, Illustration, Copywriting & Print Production
Ten years ago, Juicy Juice was in decline. They wanted a new brand positioning and design system to span current portfolio and future offerings, appealing to moms with a new visual identity that conveyed wholesome goodness while also celebrating the joy and simplicity of childhood. The system needed to differentiate from competition, create a strong brand block in store and feel cohesive across the juice aisle.
A new visual identity was initially rolled out to over 100 SKUs. The logo was re-imagined with a bold new custom typeface and splash to cue refreshment. The packaging graphics and custom fruit illustrations felt natural, flavorful and refreshing. The new design created a successful brand block on shelf and strong pops of color aided in easy SKU identification.
The relaunch was so successful that Harvest Hill revamped and developed several new product lines, including Splashers, Fruitifuls, Teasers, Protein, Plus, Immunity, Juicy Waters & Lower Sugar. They also partnered with Disney to create promotional packaging to coincide with the release of five Pixar movies.
The positive client relationship with Harvest Hill for the past 10+ years has led many successful rebrands, such as SunnyD, Little Hug, Green Beginnings, Wyler’s Lemonade, Big Burst and countless other initiatives.
