The client has a unique ability to create infused juices and has created a range of unique juice blends under the brand name 'Juice Lab'. In this instance the juices are created from local fruits and ingredients which are almost all exclusive to Australia. Next were briefed to look at a range extension which would position these products as being special and distinct whist still sitting, broadly, under the brand umbrella.
Apart from brand familiarity, there were two main imperatives that we had to achieve: Firstly we had create symbolism of a local nature (without cultural appropriation of Aboriginal imagery). Secondly (and unusually), we had to use a full bottle shrink wrap to cover the product which, whilst delicious. does not present with great appetite appeal. Our solution allowed us to use the larger print area to feature imagery of local flora, thus solving both problems at the same time.
Our client informs us that that product is exceeding expectations in its initial roll-out and that further roll-out country-wide has been ordered by the supermarket chain in which the product has been placed.