Following the success of the Deep River Rock water rebrand, of which I was involved in, Coca-Cola HBC approached the branding agency I was working for to rejuvenate the brand and packaging of the long established Fruice range of fruit juice bottles and cartons. The rebrand required an emphasis on the Vitamin C content which I achieved in the brand identity by emphasising the letter 'c' in Fruice. Reducing the size of the 'c', changing its' colour and adding the graphic leaves helped emphasise the vitamin c message. My designs hit the shelves in 2017.
This was my original concept for the new Fruice brand. The overall structure, typography and colour scheme were kept. The Fruice Bird concept used a character that was comprised of a drop of juice with elements of the other variants incorporated to form the shape of a bird. An illustration of fruit was used to represent the variant flavour. I chose a bird as they're a natural character in nature, they live amongst the fruit where it grows. 330ml bottles Orange Juice, Cranberry Juice and Apple Juice.
Line up of my original Fruice concept
The initial core range of juices released in 2017. As you can see, the overall structure, typography and colour schemes were kept but instead of a character, I combined illustration and photography to illustrate a piece of fruit ready to be picked from a branch. This fresh and youthful style reflect the brand values, appeals to the consumer and continues to have real shelf stand-out.
Fruice 330ml Orange Juice - I kept the orchard theme going around the pack by using a branch themed frame for the brand story and creating a little fruit icon for the 'Source of Vitamin C' message on the back of pack. Each design is colour coded in accordance with the variant.
Fruice 330ml Cranberry Juice Drink
Fruice 330ml Apple Juice
Fruice cartons range - Orange, Apple, Tropical and Apple, mixed berry and grape
Thanks for looking!
