Capri-Sun Squash: A Brand-new Range Design for a Brand-new Category
- Market Audit
- Design Strategy
- Packaging Design
- Art Direction
Available in more than 120 countries worldwide, Capri-Sun is one of the world’s most loved juice drinks, enjoyed by young and ‘not so young’ alike 🙂 After a first Capri-Sun Squash introduction in 2021 in the UK, Capri-Sun planned the roll—out of dilutables in 2022 as a new version of their classic fruit juice drinks. It was important that the brand design performed well for the launch and roll-out as the brand is new to this category and therefore needed to establish presence. We were asked to create this new range design in order to ensure that the product popped off the shelf and encouraged consumers to try this new exciting offering.
Our key challenge was threefold. Firstly, we had to ensure that the brand equities (Blue colour, logo, etc) has strong shelf presence as the brand is new to this category and building awareness is important. Secondly, we had to ensure that the design really communicated and delivered ‘big flavour appeal’ through strong use of graphics and fruit photography. And thirdly, we had to communicate the core consumer proposition of ‘added vitamins’ in a clear and concise way. In order for the design to go to market we needed to satisfy these core drivers.
The solution was a fresh, energetic and fun label design. The improved standout was achieved by strengthening the brand’s distinctive assets. A quirky ’tilt’ of the logo feels fun and also provides lots of visual impact. The new design also improved taste appeal with natural, fresh fruit photography while also clearly communicating the the added nutritional benefit of the product – the added vitamin and no added sugar. All-all-all, an exciting product that is sure to keep the fun going, and going!