Aware that there has never been a unifying brand expression for their drinks’ ranges, the management at James White approached Studio More to apply some strategic thinking to deliver the brand articulation that this cherished company deserves.
Dan Wilson, creative partner at Studio More comments, “James White needed to tell their story, clarify their values, purpose and USPs, and appeal to buyers and stockists, but without starting from scratch: Evolution not revolution. With this in mind, we created the brand strategy, Bold By Nature. Strong and inspiring, this approach set the scene for subtle changes with significant impact.”
The new master brand logo features a leaf rooted firmly in the ground, to suggest the longevity of James White’s success. Below this sits the ‘Bold by Nature’ strapline which conveys the drinks’ punchy flavours and uncompromising ingredients. Clean and fresh with simple colourways, the logo unites the ranges without dominating packs.
After clarifying the brand blueprint, Studio More updated designs for their multiple ranges including the bestselling Beet It, Organic and Classic Juice ranges, creating consistencies without changing the styling, layout and colours that consumers are familiar with. For the ranges themselves, the agency elevated on-pack illustrations, making them more contemporary by using finer touches on colour, shape and stroke lines, and updated the typography. Thanks to a flexible and robust brand strategy, thoughtful design and careful refinement of existing brand equities, the new look now tells the whole delicious story.