July Fresh’s founder approached Frames to take July Fresh from a niche start-up to a consumer-facing brand ready for the mass market. We were challenged to create a packaging that reflected the nature of the product, it’s better for you health credentials and the fact that July Fresh uses surplus jujube to make it’s deliciously snacks.
By using our digital and research arms, we were able to quickly figure out what it is that made people buy July Fresh, and what they wanted to see on pack. This led to a new positioning for the brand, leading with health first and bringing its surplus narrative into the tone of voice and on pack copy.
