Repositioning a Beverage Brand

 

“Bundy Juice” is an Australian juice company making massive in-roads in the Aussie beverage category. From their humble beginnings in Bunderberg - this Queensland company offers refreshing and thirst quenching premium crafted juices.  

Their great refreshing taste helped them grow locally but when it came to larger scale growth, they needed more than just  reputation and word of mouth. The chilled fridge war is a seriously competitive sector and with the big guns like Coca Cola, Pepsi, Frucor and Golden Circle fighting for every little piece of shelf space, Bundy needed to stand up and shout louder - albeit with a smaller budget.

We reviewed all their brand assets, and more critically focussed on the brand and product "look" at point of purchase. Their packaging was old, tired and inconsistent. It lacked appetite appeal. It lacked quality. It lacked craft and the premium cues it was pitching at.

We started with the “Bundy” brand giving it a more personable, honest, friendly look and feel. It had to reflect the brand proposition. This was pushed forward onto pack design, which covered a mainstream and premium range. We crafted the logo. We made it prominent & unique and then locked it up so it worked on pack design, point of sale and fridges.

Our team hand crafted typography, developed a friendly tone in our brand language, and styled photography to really ooze out the delicious fresh flavours of all the tropical fruit and other tasty berries and ingredients.

The results speak for themselves - 20% growth in the first 3 months, then 60% in the following four months.

 

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