The consultancy’s creative director Natalie Chung says, ‘The design essence is ripe and raw, and we have created a bold and contemporary visual language to reflect the taste benefits of a product that will not compromise on quality.’
Pearlfisher creative partner Jonathan Ford says, ‘Cawston Press juice is an ambient [non-chilled] product, and there’s a lot of misconception that fresh juice is better than ambient.’
He adds, ‘We wanted to capture what apples are all about. Most other juices treat apples as a commodity. We wanted to make the idea of the apple integral.’
The new line will roll out in January.