Juicy Juice

GRAPHIC DESIGN | BRAND EQUITY

SITUATION:

Harvest Hill Beverage Company sought the expertise of Product Ventures for a comprehensive graphics overhaul of the Juicy Juice brand, encompassing a new brand mark and packaging design for the entire brand portfolio consisting of 100 SKUs.

CHALLENGE:

The primary objective was to effectively resonate with today’s millennial mothers by aligning the new Juicy Juice packaging design with authenticity and wholesomeness, all while retaining its flavorful appeal. The new design aimed to fulfill the promise of “goodness made juicy.” The aim was to bring a fresh and modern perspective to the Juicy Juice brand.

APPROACH:

Product Ventures tackled this challenge by developing a more wholesome logo design and packaging graphics. The design aimed to evoke the feelings of goodness and honesty in the ingredients while maintaining the brand’s flavorful appeal. By infusing authenticity into the visual elements, the new design was intended to make the Juicy Juice brand more relatable and appealing to its target audience.

RESULT:

The result of this project was a comprehensive graphics overhaul of the Juicy Juice brand, spanning its full range of 100 SKUs. The new design successfully captured the essence of goodness and authenticity in the brand, making it more appealing to today’s parents, particularly millennial mothers. The updated logo and packaging graphics retained the flavorful appeal of Juicy Juice while infusing a sense of wholesomeness and honesty, revitalizing the brand’s image, and making it more relevant in today’s market. Read all about Juicy Juice’s rebranding in Ad Age.

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