Slice Design redesigns Juicy Drench
Slice Design has developed a new look for Britvic’s soft drink Juicy Drench which it hopes will better evocate the ingredients juice and water.
Appointed through a strategic pitch in July 2011, Slice director Gary Spencer says the consultancy sought to communicate the brand’s ‘smart hydration positioning’ which was being ‘artificially communicated on the outgoing packaging,’ through flat circles.
Modified shapes and ‘a water splash’ have been added to ‘help people understand Juicy Drench is a hydration refreshment,’ Spencer adds.
‘The circles on the existing Juicy Drench design were well known but by subtle evolution, we’ve managed to enhance overall product communication without any negative effect on recognition or standout,’ according to Slice Design.
The new packaging is rolling out this week across the Juicy Drench range of three flavours.
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