The Juice Brothers Positioning
Client Bega Group
  • Packaging & Brand Identity
  • Brand Positioning
  • Brand Vision Workshops
  • Brand & Category Audits
  • Visual Language Systems
  • Brand Books
Scope of Work Brand Positioning & Strategy / Workshops / Packaging Design / Brand Book

The juice that cares.

In 2017, The Edison Agency developed a new brand with Lion Dairy & Drinks that was anchored in a real home-grown story based on the history of a juicing factory in Leeton and their generations old ties with local growers in the area. Fast forward five years, and with an ever growing juice category to compete with and no year on year growth, now Bega Group recognised the need for a more distinct and compelling positioning to bring retailers and consumers back on board.

Bega Group sought to create impact through relaunching The Juice Brothers brand aligned to a new masterbrand positioning “The Juice that Cares” – fostering the brand’s revised objectives of bringing sustainability to the forefront, anchoring to the wider group’s Aussie Made & Owned position, and further elevating their existing taste credentials.

The result was a refreshed brand identity, holding onto the key DBAs already cemented in loyalists minds, while introducing the new sustainability lens, underpinned by ‘taste’ and ‘all Aussie’ positioning via strong messaging across all touchpoints.

The messaging was accompanied by a revised, subdued colour palette and softer textures to enforce sustainability, while taste was achieved via large, proud depictions of fresh fruit, with an Aussie ‘seal’ of approval.

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