Image Credit : Akkomplice
Project Overview
Redesign of a juice brand, rich in history but lacking an authentic, crafted identity to match. In a rapidly evolving, hyper-competitive category.
Project Commissioner
Project Creator
Team
Lily Ash - Account Director
Greg Boulting - Creative Director
Georgie Webb - Senior Designer
Philip Small - Fruit Illustration
Vanessa Wright - Family Heritage Illustration
Project Brief
Proudly producing since 1969, Grove Juice was seeking a refreshed brand and packaging design to reflect its beautiful history of family values, authenticity, and community. The new design also needed to command credibility and deliver a promise of exceptional taste and quality.
Project Innovation/Need
The resulting brand is grounded in modern heritage, which comes to life in the custom illustration depicting three generations of the Estens family members and even their two dogs, Wally & Bugs! A stamp of provenance adds further detail and shows the location of the company groves. The new logo sits proudly, yet is intricately crafted, with details in the letterforms like the ‘R’ reaching out to hug the ‘O’ which itself symbolizes an orange.
Design Challenge
We worked in collaboration with illustrator Phillip Small to create a suite of stunning botanical drawings to feature as a unique visual wallpaper on every pack, transporting you to the grove. The relevant fruits from each variant stand bold against contrasting colors, creating a modern twist and forming an ownable asset that can be repurposed on other collateral. The bottom panel of the pack creates batch-crafting cues with handwriting, stamps, and even the signature of Dick Estens, the current custodian of the family business.
Effectiveness
A highly effective redesign, Grove Juice has seen a sales uplift of 23% since the redesign launched in November 2023.
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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