Liqui Fruit juices up their appearance
Oct 12th 2012, 08:54
Established more than 30 years ago and famously known by the slogan âNothing but Fruitâ South African beverage manufacturer Liqui Fruit, the originator of long shelf life pure fruit juice has had to reassess their corporate branding to maintain their competitive advantage. Liqui Fruit approached Just Design, a brand design agency headquartered in Stellenbosch, to assist with upgrading their branding.
Liqui Fruitâs client brief requested that the packaging promote the nutritional message displayed on the packaging of the beverage, highlighting the fact that it contains no added sugar or preservatives and is 100% fruit juice. At the same time, it was essential that the packaging supported the overview of Liqui Fruitâs family brand and wholesome nutritional benefits.
Just Designâs brand redesign concept purposely focused of Liqui Fruitâs âNothing but Fruitâ slogan, by upgrading the visual identity displayed on packaging, while retaining the elements that make Liqui Fruit a familiar and popular brand. The creative team visually expressed the particular variant on the front panel, while using minimal white space around the packaging.
The creatives noticed that previous packaging imagery was minimal and generic. Just Design decided to reshoot the images of the fruit, display a fuller more vibrant Fruit. This immediately distinguished Liqui Fruit from its on shelf competitors. The bold colours and natural fruit imagery complement
the existing freshness and naturalness associated with the brand in previous campaigns.
The concept of putting bright coloured fruit onto the standard range inspired the design of Liqui Fruitâs iCan initiative and Sparkling range. The Liqui Fruit iCan is a collaborative between Liqui Fruit and the Miles for Smiles foundation, to raise funds for Operation Smile, a NPO volunteer medical services organization that provides reconstructive facial surgery to indigent children and young adults.
The Sparkling range featured bright coloured circles illustrating the fruit in its simplest form. The use of circles were also synonymous with bubbles promoting the âsparklingâ factor within the beverage. The iCan range had the same concept as Sparkling but made use of solid bright splashes and active figures. The use of the design was stimulate activity and in the case of iCan, to promote the opportunity of doing good.
By implementing these brand changes Just Design successfully âRefreshedâ Liqui-Fruitâs brand; made the consumer feel âGoodâ about using the product and created a visual âFantasyâ â resulting in the end slogan âGreat taste and healthy refreshment from nothing but fruitâClick here for more information on Liqui-Fruit
Lipton Ice Teaâs new campaign, âTaste the Brightsideâ will be launched on 1 April 2014 and to complement this, the range is also boasting a vibrant new look.
Four Liqui-Fruit teams of two riders each will take part in the 2014 Absa Cape Epic of which Liqui-Fruit is the official fruit juice sponsor. The eight cyclists will take on this challenging 800km race in order to raise R500 000 for two victims of dog attacks.
Summer saw the launch of the sexy Liqui-Fruit Strawberry taxis in Cape Town. 14 cabs were branded with designs of giant, mouthwatering strawberries to mark the launch of Liqui-Fruits Summer campaign.
Lipton Ice Tea has recently added an exciting new twist to the shopping experience at Bedford Mall on the East Rand.
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