In 2017, The Edison Agency developed a new brand for Lion Dairy & Drinks based on the history of a juicing factory in Leeton and its long-standing ties with local growers. Five years later, with an ever-growing juice category and no year-on-year growth, Bega Group recognized the need for a more distinct and compelling brand positioning to re-engage retailers and consumers.
Bega Group sought to relaunch The Juice Brothers brand with a new masterbrand positioning, "The Juice that Cares." This strategy aimed to bring sustainability to the forefront, align with the group's "Aussie Made & Owned" ethos, and further elevate the brand's existing taste credentials.
The refreshed brand identity retained the core elements familiar to loyal consumers while integrating new sustainability themes. This was achieved through a revised, subdued color palette and softer textures that emphasized sustainability. Taste appeal was reinforced through large, proud depictions of fresh fruit, accompanied by an Aussie "seal" of approval.
The intent was to create a compelling and distinct brand positioning that would reignite interest from both retailers and consumers. Successfully balancing the heritage of The Juice Brothers with modern sustainability values, reinforcing the brand's taste credentials and its Australian roots.
