American juice brand Welch’s this week relaunches its ambient drinks in the UK and Ireland, with packaging by Wren & Rowe.
The London consultancy beat two other rivals, including Welch’s incumbent European design group, FutureBrand, to the work in September following a three-way, paid creative pitch.
Gerber Foods Soft Drinks marketing manager Jo Wren says the repackaging comes as Welch’s repositions itself as ‘the grape brand for the family market’ and coincides with the introduction of two new varieties: Grape & Mango and White Grape, Pear & Apple.
Gerber Foods Soft Drinks produces, markets and distributes Welch’s drinks throughout the UK and Ireland.
According to Wren & Rowe managing director Paul Foulkes-Arellano, the group was tasked with creating packaging that delivered shelf impact, taste and excitement. ‘Welch’s internal research [identified] that the packaging was a bit tired and wasn’t saying “new” or “contemporary”,’ he explains.
The consultancy has retained Welch’s marque, but introduced imagery that emphasises the drinks’ ‘refreshing’ qualities. Updated copy has ‘kept the key messages, but made them more colloquial’, adds Foulkes-Arellano.