Client Lion Dairy & Drinks
  • Brand Positioning
  • Visual Language Systems
  • Packaging Design
Scope of Work Brand Strategy & Positioning / Identity / Packaging / Image creation

Bringing a big sense of adventure and optimism to a well-loved and known ambient juice brand

Ambient juice is a category that has been in decline for a number of years due in part to the increasing popularity of chilled juice and its perception of higher quality. However, ambient juice has a clear offer for consumers — it’s affordable and with a great breath of flavours.

Lion wanted to develop a new look for Prima that repositioned the brand into a space that captures for consumers brighter side of life and the tasty and interesting range of flavours.

Objectives: Investigate and articulate a new brand positioning statement. Maintain the integrity of the brandmark and create a visual and language style that captures the sense of fun and optimism of the brand. Create on pack images that communicate the brand’s sense of fun adventures.

A loved brand for young families, Prima has a high brand awareness. Our creative solution was to hero the brandmark on front of pack and add an image style that was fun, innocent and young-at-heart. The flavours almost leap off the shelf and standout as fresh and adventurous in the supermarket.

The front of pack images have a deliberate naivety and optimistic attitude — and it is this spirit of fun that appeals to both the adult purchaser and children. The use of texture and colour in the illustration adds to the feeling of naturalness and authentic flavours.

Want to know more about this project? Contact us.

prima juice boxes
prima flavours
prima apple raspberry prima apple raspberry box prima branding
prima colour range
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