Grapette Juice

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In 2017 LovBev launched Grapette Juice, an expansion of the classic soda beverage brand portfolio into the whole juices segment.
Grapette Juice is a ready-to-serve, 100% whole grape juice – no sugar added, no conservatives.
A glass of Grapette Juice (200ml / 7oz) has only 128 kcal.

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When DEX Group Creative Team took over the Grapette rebrand for Brazil, the Strategy & Planning pointed out an open opportunity for expanding the brand portfolio into the juices segment. Under the vision of LovBev, the owner of Grapette copyrights in Brazil, and being the Project Leader to the Creative Team, I engaged a team of professionals into the soft drinks and refreshment universe through Innovation and Design Thinking creative tools that would facilitate the ideation of branding concepts – a great way for integrating copywriters, graphic designers, and planners into a cohesive workforce.

Through 3 months of work, from briefing to final approval, we developed a full Branding Programme to Grapette – Strategy, Brand Architecture, Naming, Packaging – and delivered a whole new product to the shelves: Grapette Juice.

As a spinoff brand, we chose to stay close but aimed to keep a clear distance from the soda beverage Look & Feel, retaining and reflecting the legacy through a crafty design language, embracing the original, vintage Grapette mood from the 1940s in Arkansas.

The key visual shows a watercolour inspired by the sights of the Dedo de Deus Peak, an icon among the Rio de Janeiro State mountainous region, where's sourced most of the raw material from LovBev's beverage portfolio.

We delivered a detailed Brand Guideline's Basics and a full packaging programme for a further portfolio expansion with other berries' whole juices and options on SKUs designs.

The Grapette rebranding, and expansion of the portfolio into the whole juices segment with Grapette Juice, was very successful on refreshing awareness to the brand and attending the needs of a whole new costumer's generation – the ones keen on enjoying the taste and emotional connection to the Grapette brand while keeping their wellness and maintaining a healthy, balanced lifestyle.