PREMIUM NECTARS

Objective

Redesign for more competitive shelf presence and brand recognition in grocery and club channels.

Solution

The redesign was charged with emoting the new personality and tone of the brand. Brand attributes (fresh, flavorful, rich) were realized with the layout, calligraphy and color, and the logo was elevated to the first priority on the pack. The design architecture accommodates three pack formats. The logo design integrates the base of the "S" with the crossbar of the "T." The previous sun icon was reinterpreted as a refreshing burst of juice.