In the past month or so, I recently started to drink Juicy Juice again. I remember trying find the juice in the aisles of Giant Eagle, and when I finally found it, I was surprised. Juicy Juice had a new package and a new look now. It didn’t have the image of Arthur the Aardvark on the packaging anymore, nor did it have the blocky word mark on it either. After doing some research, I found out that Juicy Juice had a whole brand makeover, so to speak. In July 2014, Harvest Hill Beverage Company acquired the Juicy Juice brand, and approached the brand strategy and design consultancy, Product Ventures. Harvest Hill wanted them to redo the entire graphic elements of the packaging including the brand mark. They wanted the packaging to attract today’s millennial mom. According to the Product Ventures website, the packaging “embraces authenticity and goodness without losing flavorful appeal, delivering on the promise of “goodness made juicy.””

I’m not a mother, but I am an aunt to two young kids, and I would most definitely buy them Juicy Juice based on this new packaging. The packaging clearly shows the information I want to see first and foremost, instead having to look on the back of bottle/box. They’ve laid out the information on the front nicely and shows nice type hierarchy with the different font sizes. The images of the apples also are enticing and really makes you think they are juicy. I approve of the new brand mark of Juicy Juice as well. The typography of the word mark is no longer blocky, but seems to be a slab serif typeface. I personally think that slab serifs are sophisticated, and as a consumer, it looks appealing to the eye unlike the previous typeface. The brand mark is also very simple and I could easily see it working in different sizes. They’ve seem to have stuck with one type family on the packaging as well. I think that is a good thing their using one consistent typeface because the use of another typeface would’ve made the package too busy looking. The whole new look for Juicy Juice seems to be working well for them.

Product Ventures’ Website:

http://www.productventures.com

Article About Juicy Juice’s Rebranding:

http://adage.com/article/advertising/juicy-juice/299834/

Photos From Product Ventures’ Website