The consultancy was appointed to the project in mid-2011 without a pitch, and was tasked with developing the existing on-pack designs previously created by Design Bridge.
Initially Taxi Studio looked to improve the brand positioning and range architecture.
Spencer Buck, Taxi Studio creative director, says, ‘There was a certain amount of nervousness about changing he look and feel, so we worked on tightening it up and making it more iconic.
‘We wanted to elevate its status in the market and provide a robust design system to allow future flavour extensions to sit in the range.’
The existing tree device and brand marque was retained, but Taxi Studio added a ladder to the tree.
Buck says, ‘The ladder delivers a level of customer intrigue. The market is saturated with trees and apple trees so we wanted to introduce ownable elements that can become a launch pad for other brand communications.’
The core range of about five skus will launch in the middle of this month, with the double press variant launching at the beginning of May.