Pearlfisher has created the brand identity, name and packaging for the Cawston Press range of apple juices; the apple juice brand formerly known as Cawston Vale.
Pearlfisher was tasked with visibly capturing and preserving the flavour and essence of the apple, creating a stand-out design that visibly connects the consumer with the fruit and the qualities attributed to the natural juice produced by Cawston Press.
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.”
The new name and identity is intended to inspire a consumer reappraisal of the ambient juice sector by drawing attention to the availability of a premium quality juice, made from 100% whole pressed apples rather than fruit concentrates, that isn’t found in the chiller. It also aims to reinvigorate the ambient aisle itself, introducing premium branded innovation to an area generally perceived as generic, standardised and with no named brands.
Mark Palmer, Marketing Director at Cawston Press says: “We are delighted with such a strong, vibrant and clear packaging design. We needed an identity that could shout above the crowd – speaking directly to consumers as well as creating a strong dynamic shelf presence to bring some much needed news to the neglected ambient fixture.”
The five newly branded variants of Cawston Press (Apple, Apple & Ginger, Apple & Elderflower, Apple & Rhubarb and Apple & Blackcurrant) will be sold in Waitrose, Ocado, Booths and speciality food stores from January 2010. RRP £1.79 for a 1 litre pack.
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