Pure Juice is an in-house brand created for Nedlands IGA. Seeing the explosion in demand for fresh, preservative-free juices the proprietor invested in an orange juicing station that would sit in his fruit section and customers could be assured they were buying the very freshest juice.
Because of this minimal approach to the actual product, the name was arrived at fairly easily. The branding needed to reiterate this message while still being friendly. The only things on the package are the brand, the serving size and suggestion (refridgerate, shake and enjoy) and their promise that the product is 100% unadulterated.
The package retains a sense of purity and just as importantly, complete flexibility for any future juice concoctions that are dreamt up.