The Juice Brothers Identity & Packaging Design
- The Edison Agency
The Juice Brothers — bottling up natural, no-nonsense goodness for a juice born outta Leeton, NSW.
Lion approached Edison to bring to life a new juice proposition to take market share in this competitive category by capturing the imagination of the consumer in a new way. Our design solution is a tip of the hat to the farming sons of Leeton — a brotherhood of farmers with an entrepreneurial spirit. The Juice Brothers brandmark and packaging is pared back but strong with bold colours that stand out as authentic and natural from the supermarket chiller filled with flash and fussy packaging.
We identified a clear and uncrowded segment to own within the juice category. Our design strategy and solution created a clear reason to believe for consumers which were communicated through the brand identity, tone of voice, packaging, romance copy, and the flavour offering. This is reinforced by the distinctive style we developed for The Juice Brothers brand that is influenced by the nostalgic 70’s era when the Leeton juicing factory started. To create cut-through on the shelf we created a simple label design punctuated by bright punchy colours.
Juice consumers are a knowledgeable and discerning group. They seek out healthy and sugar-free juices made from high-quality fruit (with nothing extra added) and they are also seekers of innovation and products that are made using new production methods that keep the product closer to homemade and as natural as possible. Our design solution is a tip of the hat to these farming sons of Leeton — a brotherhood of farmers with an entrepreneurial spirit. Our design puts the town of Leeton and its orchard farmers on the map and celebrates Australian ingenuity and enterprise.
Our brand workshop tools brought out the core truth of this brand: the down-to-earth attitude and years of expertise behind the drive for quality.