Simply Squeezed’s juicy redesign
“Beyond the supermarket”
Simply Squeezed has redesigned its brand and packaging in shops following the launch of new smoothies and super juices.
The new design features a hand-drawn logo and bright colours to match each flavour.
Simply Squeezed says the what’s going on “beyond the supermarket” is the reason for the change.
“People expect more from juice: they are concocting their own blends at home. Juice bars are pumping, smoothies pulse with pleasure and flavour. But pre-packed juices hadn’t responded to this desire for vitality from juice.”
Dow Design creative director Donna McCort says the previous logo and label didn’t tell the hands-on story of the product.
“The name kind of says it all. We wanted to make it the hero, rather than a pile of oranges. So we built a brand mark that totally owns the pack, and is hopping and skipping,” she says.
Simply Squeezed marketing manager Jo Turner says the new design reflects the brand.
“Implementing such a major change can be daunting, but we’re delighted to say our sales are up and we’re receiving great feedback from our juice drinkers,” she says.
The juice brand, owned by Frucor Beverages, has also added two new flavours to its 800ml range – Summer Daze (berry and melon) and Hale Kale (kiwifruit and kale).
Campbell Gibson for NBR Food Industry Week
Thu, 05 Feb 2015
Thu, 05 Feb 2015
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Simply Squeezed’s juicy redesign
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