Product category:
Design services
News Release from: Live and Breathe | Subject: brand design
Edited by the Marketingservicestalk Editorial
Team on 13 March 2008
Live and Breathe rebrands smoothie
pouches
Creative retail marketing agency Live and Breathe has overhauled Blendies, a range of blended frozen fruits from Squeeze Me aimed at young, affluent, health-conscious smoothie lovers.
The agency has redesigned the Blendies logo and product packaging, which will be available on shelf from the end of March The agency won the brief following a three-way competitive pitch towards the end of last year
This article was originally published on Marketingservicestalk on 10 Dec 2007 at 8.00am (UK)
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Squeeze Me Blendies is one of the latest lines in a fast-expanding category of chilled blended fruits in sachets, designed to be prepared as smoothies.
Live and Breathe has retained the matt silver foil of the original packaging but introduces the fruit content as hero and visual on- pack cue to aid consumer understanding and recognition of this relatively new category.
The fruits appear sliced and arranged in playful, colourful, geometric shapes, shot from above.
A glass containing a prepared smoothie drink is also shown.
Short, clear copy on pack explains how to prepare smoothies from the real fruit content.
The agency has used the Cocon font, which complements the natural fruit shapes.
Blendies smoothie pouches come in three varieties and are available at Selfridges, Waitrose and Whole Foods Market.
The varieties are: bliss fruit (mango, pineapple and passion fruit), glow fruit (mango, peach and raspberrries) and sparkle fruit (strawberries, raspberries and blueberries).
Original fruit content has been blast frozen to retain all the nutrients of fresh fruit, offering smoothie fans a no-mess, hassle-free solution to smoothie making.
Nick Gray, Live and Breathe MD, said: "Our redesign for Blendies is colourful, refreshing and fun and clearly communicates the product and its qualities.
"The packaging has to work hard for a range of reasons, not least because Blendies is part of a completely new category and sits in the freezer cabinet next to ice-cream and other frozen goods".
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