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Новосибирск
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"Juicy"
The Case
The historical “Juicy” brand was the first brand name juice in Kazakhstan, creating a juice market by opening their doors. Under this trademark today, a premium juice is produced with no sugar or concentrates added, with the process being closely monitored and controlled. The “Juicy” brand has been the market leader in juice in Kazakhstan for over 10 years, possessing deep understanding about consumer loyalty. Yet over the course of several years, a downward trend in market share has appeared. A brand audit revealed that the reason behind the decline is in the lack of color and brightness in the visuals of the brand, which loses to competitors with modern and attractive identities.
The Assignment
To develop a new visual brand image.
The Solution
In the process of working on the project, a set of different decisions were suggested, all of which had much potential to improve the trademark on the Kazakhstan territory. The primary new visual conception introduced to the “Juicy” brand was the blend of minimal design and rich food styling. A clean background highlights and strengthens the advantages of the developed graphic image, and the bright lilac color code of the brand name creates a very noticeable spot on the packaging making it easy to spot on grocery shelves. Another key decision was the dismissal of the standard design of packaging in the Tetra Pak, and replacing it with a design that will include a backside that is different from that of the front. This allowed the brand to use more area on the package for additional communication with its consumers, substantially increasing the amount of feedback received. Overall, the created system of brand identity allowed the brand to be easy noticed on grocery shelves, as well as on all forms of advertising.