Fruice

Brief:
First launched in 1991, Fruice was developed as an add-on to the growing soft drinks portfolio of Coca-Cola Bottlers Ireland, in the Republic of Ireland. In 2000 MDBD re-designed the Fruice logo and packaging for the Northern Ireland launch which proved to be very successful. To ensure continued success and to re-assure consumers of the quality and naturalness of the product MDBD were approached again to re-visit existing designs, also incorporating two new products to the range.

Solution:
MDBD’s first consideration was to communicate the freshness and fun of the product whilst still maintaining the premium juice brand. As Fruice counts as ‘one of your five a day’ MDBD proposed  bold, wholesome imagery illustrating the real natural fruit content, delivering a message of quality and drinkability. The use of bold colours helps grab the consumer and the white space conveys a sense of purity of the product.

Results:
The Fruice brand is clearly defined, reminding the consumer of the pure and natural credentials of a premium product. The distinctive re-design ensures shelf stand out with great appeal, helping differentiate the Fruice brand in a highly competitive market.