Key Dates
Image Credit :
Project Commissioner
Project Creator
Project Overview
Not all juice is created equal. In 1973, passionate citrus growers - two sets of brothers along with a couple of mates, opened a new juicing factory in Leeton, New South Wales. They bonded over a shared belief that taste is king and quality is everything. As a tip of the hat to the founders of the Leeton juicing factory and their pioneering spirit that lives on it Leeton today, The Juice Brothers was born, but it needed a brand reflecting the way that the craft had been perfected over time and the quality nature of the product.
Team
Darryn Wallace - Marketing and Innovation Director, Lion Dairy & Drinks Ryan Buckle – Marketing Director, Nutritious Snacks and Beverages Jennifer Perry – Innovation Manager Paul Varigos – Consumer Insights Manager Bishma Weeraman – Brand Manager, Chilled Juice Leanne Pearce – Marketing Manager, Beverages and Water Ice Amber Bonney – Identity Strategy and Executive Creative Direction Brian Rodrigo Llagas – Design Director Steve Wren – Group Account Director Sam Octigan – Illustration
Project Brief
With undeniably great juice, and a rich history – The Edison Agency were tasked with developing a brand strategy and design system solution that brought this uniquely Australian history to life, targeting a specific and discerning consumer base:
- Identify a clear and uncrowded segmentation area to own within the juice category
- Create a clear reason to believe for consumers, and communicate this through brand identity, tone of voice, packaging, romance copy, and the flavours offered
- Develop distinctive ownable assets for the brand
Scope of work: Brand Positioning and Strategy | Naming | Visual Identity System | Packaging | Copywriting | Illustration | Brand Book
Project Innovation/Need
Insight:
Juice consumers are a knowledgeable and discerning group. They seek out healthy and no added sugar juices made from high-quality fruit made for themselves and their families. The challenge was to convey the authentic roots and quality of the brand in a modern and relevant way and distinctively unique to the category.
Response: This was was a new brand creation program inspired by the authentic fruit growing history and people of Leeton in New South Wales. Collaboratively, the core team of designers, copywriters, marketers, and illustrators created something fresh and new for the Australian market. The innovation outcomes are a compelling and genuine brand narrative, visual aesthetic, and design language system that enabled the new brand to launch into market with a strong point of difference across all branded touchpoints.
Design Challenge
Using proven methodology and strategic tools and in collaboration with Lion Dairy & Drinks, The Edison Agency elevated the core truth of the brand to celebrate the down-to-earth attitude and expertise underpinning the drive for quality.
Inspired by the founders of the Leeton Juicing Factory, the unique brandmark was designed by Edison and crafted by renowned Melbourne illustrator, Sam Octigan. The colour palette and raw aesthetic is a celebration of the rural vibrancy of Leeton – bold, unapologetic and disruptive in the category - not conforming to traditional juice codes - who says an orange juice bottle needs to be orange right?
This juice has attitude. Sure, it’s passionate and perfecting when it comes to juice quality, but it doesn’t take itself too seriously and isn’t afraid to be bold and to zig when the other juices are zagging. It’s juice, as juice should be: no pretence, 100% Aussie fruit and always will be. The Juice Brothers pays homage to the skill and craft of generations of passionate Leeton citrus growers because it believes that not all juice is created equal.
Future Impact
The Edison Agency created a comprehensive design system that enabled the client to engage their valued customers with a proposition that had a genuine point of difference with the aim of supporting growth in the overall category. The design of the system was integral in achieving cut-through in market and provided other agency partners to execute point of sale, wayfinding, digital, and below-the-line promotional campaigns using the design system and key assets outlined in the The Juice Brothers brand book.
The brand has gained 6%* share of chilled everyday take home juice market in less than 12 months from launch. In total, the brand has grown by 185%** since the first quarter to the latest quarter of being in market.
*Source IRI Scan for the latest QTR to 24/03/19, Share of Total Chilled Everyday Takehome Juice in Total Grocery Australia unweighted. Brand launched in market in 20th of April 2018.
**Source IRI Scan Data comparing QTR of 24/06/18 Vs. 24/03/19, in total chilled juice grocery Australia unweighted market.
Systems - Commercial
<p>Commercial projects recognises that design is the means to create meaningful experiences for users, create value for people and drive profit for businesses.</p>
<p>All systems are designed to serve a purpose – and that purpose is to serve people. Systems design optimises systems performance by systematically focusing on the human component - human capacities, abilities, limitations and aspirations.</p>
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