Bring More Play To The Brand
Juicy Juice has a new look created in partnership with agency Little Big Brands. The work capitalizes on their category leadership while bringing a new playful element on pack that appeals to parents and kids alike. “We really wanted to help modernize and evolve the brand, but also create something that really resonates with kids,” said Ben Glotzer, senior creative director, Little Big Brands. “Bringing a fun fruity world to life on pack is visually appealing and also gives the brand an incredible toolbox for digital and advertising exploration.”
The design is anchored in the effort to create differentiated “wholesome” and “better-for you” cues with a contemporary look. The brand mark is a respectful evolution that brings more play and juiciness to the brand. From a functional perspective, communication focuses on helping consumers understand the key claims and reasons to believe, with color is strategically used to easily identity flavors. Fruit photography is nestled center pack to create appetite appeal and aid in shopability as well. The design allows the brand to flex across multiple pack structures and sizes as well as sub-lines.
Emotionally, says the LBB team, the new imaginative Juicy Juice world they have created – which includes animation as well – brings fruit to life in unexpected ways. It creates a natural environment with unique “Easter eggs” specific to each flavor, resulting in a playful landscape; claims are solidly anchored in these elements as well such as a “No Sugar/No Artificial Sweetener” tag being flown in a banner behind an airplane. The new packaging started to hit shelves and lunchboxes in January. Juicy Juice is part of the Harvest Hill Beverage Company.
