The consultancy was appointed on the strength of its work for PIP Organic’s core range in 2011. This comprised a product packaged in plastic bottles, aimed at adults, followed by a range aimed at children.
Cloudy Apple Juice, Apple with Cherry, Orange with Mandarin, and Valencia Orange Juice make up the new range.
These are packaged in a 750ml Tetra Pak instead of a standard 1000ml tetra pack, as consumer research showed Identica that consumers are often unable to finish a product before its use-by-date.
‘PIP Organic has been brave and allowed us to apply a large vertical logo,’ according to Identica creative director Sam Stone, who says the PIP word marque contains fruit to show the brand’s ‘organic credentials’ and to ‘create maximum disruption on shelf.’
The take-home range will begin to roll out in Waitrose, Sainsbury’s and Tesco at the end of the month.
This week Chris Cleaver joined Identica as planning director following a spell of freelance consultancy.
Cleaver who has run strategy teams at Interbrand and Dragonrouge will work to bring ‘a solid customer perspective’ to Identica, it says.