Redesign of the popular juice brand from the “Ochakovo” company
"Ochakovo" is the largest Russian producer of natural beverages. In the extensive portfolio of the Company juice category is represented by two brands - «Goodini» for high price market segment and "JuiceTeam" – for the middle price segment.
The distinctive feature of "Ochakovo" juices - and JuiceTeam is not exception - is the fact that they are made exclusively from natural ingredients without the use of GMOs, preservatives, dyes and other additives. Fresh fruit, vegetables and berries are processed into juice immediately after harvest, allowing carefully preserve the maximum of vitamins and nutrients that are beneficial to health.
Since the market situation is characterized by the ever-increasing needs of the audience to get more useful and natural juices, "Ochakovo" has decided to focus its efforts on offering customers not just one-flavor drinks, but fruit and vegetable mixes with unusual combination of ingredients.
However, in spite of excellent quality, market success of the “JuiceTeam” brand, does not fully meet its potential – mainly because of its visual image. Packaging design weakly reflected all the advantages of such a tasty natural product, do not correspond to the price positioning of the brand and was lost in the commercial space on the background of many competitors.
To develop for "JuiceTeam" a fundamentally new, modern and bright visual image that reveals its positioning, to attract customer's attention and clearly differentiate brand in the juice shelf.
The brand name is literally translated as "juicy team." This definition is the best characteristic of overall product offer (different combinations of mixes), and each product separately (mixture of several natural juices).
The word "team" is most often associated with the sport, and sport, in turn, with the health and energy. Such association predetermined creative solution, developed by DDVB.
The basis of the new visual image of the "JuiceTeam" was a metaphorical representation of the brand as a real friendly sports team of juices, which has all the "team" attributes - recognizable uniform, own motto and serial number belonging to the legendary athlete.
Such unusual for the category blue "uniform" clearly differentiates the "JuiceTeam" brand among competitors, but delicious fruit and vegetable compositions on the top of the pack allow it to be 100% associated with juice products.
The reverse side of the packaging tells about energy and well-being by series of illustrations, depicting the usefulness of juice and contribution of each ingredient in better health.
The "JuiceTeam" brand has already appeared on the shelves and now is ready to draw into the ranks of its fans all active people.