Summertime Fruit Juices were a long established juice factory in Griffith that had been purchased by a new entity. They engaged us initially to refresh the brand and then address the packaging.
ur brief was to give the brand a personality and provide a more modern look and feel that would sit well on shelves in an FMCG marketplace.
The brand was Australian owned and our over-arching strategy was to position it as a family run business that was approachable with that ‘just picked from the orchard’ feel.
The new brand look and feel then had to be transposed throughout the entire range of products which extended from small 250mL to large and 2L bottles.
With all the loud, bright juice packaging competing for attention in the supermarket aisle, we went the opposite route to stand out from the noise. We kept the label design white with simple, with clear typography and imagery.
The voice we chose was of the fresh picked, country roadside stall, simple, clean, and good value.
“We have developed multiple retail brands in the FMCG and alcoholic sectors with lcdc.co. They have an excellent ability to interpret market fashions and adapt the commercial development to suit the relevant retail sectors. We have successfully delivered numerous new products to the market which have been positioned in Australia leading retailers and also many export markets.
The communication and efficiency in developing and executing work is fantastic ensuring we have had speed to market. lcdc.co are an essential commercial partner in our product development process.”