Simply Beverages
Brand Refresh / Product Innovation
The Gist
The simply brand, largely associated with orange juice, needed a brand refresh to reflect its growing product line. We suggested a subtle brand refresh, refined package design, a creative campaign that took the brand out of the grove, and a new product extension that reflected consumer interests.
What I worked on the most
- Strategic Statement
- Communications Planning
- Target Persona Research
- Brand Identity
- Creative Critique
The Ask
Wake up Simply’s brand and the category we play in.
The Problem
1. Juice is in decline because of the war on sugar
2. Simply is widely known as an orange juice brand but offers a wide variety of products.
The Opportunity
Most juice companies don’t treat fruit right, but we do.
Simply goes through great lengths to choose only the best fruit for their juices. Not only do we use the best fruit for our juices, but we don’t add anything to spoil the simple flavor of fruit juice.
We pioneered the juice carafe, but competitors started imitating us.
The signature packaging that elevated our brand has left us lost in a sea sameness.
Key Recommendations
1. Reinvigorate the brand and
elevate the brand beyond juice.
2. Redesign the packaging to intrigue consumers in the aisle.
3. Create a line extension for an
evolving beverage landscape.
4. Launch a campaign to build
preference for Simply.
Brand Strategy
Purpose
Perfecting juice through simplicity.
Mission
To make healthier drinks that are simply satisfying.
Vision
Elevate Simply beyond an orange juice brand to a beverage brand that holds a majority
market share across the juice category.
Values
Life is sweeter when it’s simple
When life gets complicated, the simple stuff is the best treat. Whether that’s a quality breakfast or cheers to end a great night, we believe in making simple moments special.
Simple fruit makes better juice
We believe juice should be natural. We take great-tasting fruit, and we make great-tasting fruit juices without adding preservatives or artificial flavors. We do not concentrate the juice — we just concentrate on making it good.
Don’t mess with Mother Nature
Nobody knows how to make juice taste better than Mother Nature. We work closely with her and those who know her best — our growers — to ensure that our juices taste the way Mother intended.
Quality reflects integrity
We source fruit that meets the highest standards. We guarantee that every beverage we make tastes fresh. And if we can’t be 100% sure that our beverages are going to be perfectly delicious, we won’t make them.
Insight
Brand Promise
Positioning
We use the best fruit to make the best drinks for people.
It’s simple and delicious. That’s all there is to it.
Our Target Audience
Communications plan
Creative Work
Creative Insight
people who drink it - well.
Creative Concept
Tag
Creative Manifesto
Logo Refresh
Logo Design Brief
-
Bright – Real fruit is so good it can’t help but make a splash.
-
Simple – Our voice, look and feel stay true to our brand’s name.
but still a little extra. – Do we take extra lengths to adorn our fruit in the branding it deserves? Absolutely.
Product Line Extension
Product Brief
The brief: There’s nothing more natural than fruit juice and water. Introducing, Simply Sparkling.
Sparkling water is the favorite drink among many and has risen to the top of culture but the market for sparkling water with real fruit juice is slim to none, hence why you see a lot of boxes of cans in the shelf-stable aisles rather than in the refrigerated section.
Package Redesign
Package Design Brief
The brief: A bottle distinct, yet simple.
Recurring points of pride
When we talked to consumers, we heard how much they loved the iconic green cap and the ability to see Simply’s juices through the container over and over. These were things we wanted to make sure we honored when we redesigned the packaging.
Single-servings
When doing store checks, we hardly saw any Simply single-serving sizes where you can find other brands prevalently. We know our target is on the go and because our target sees juice as a treat to unwind with occasionally, they may not be willing to buy the larger gallon or half-gallon sizes. While our package redesign focuses on the single-serve size, we recognize that the larger sizes in Simply’s line-up are staples of gatherings, brunches, and tablescapes. We plan to apply the new bottle look across all sizes in the line-up.
High quality and reusable
The rise of reusable water bottles have become staples in Millennial and Generation Z routines so we wanted to ensure our bottles were beautiful, simple, and iconic with well-made materials that made a bottle they could use again and again.
In-Store Experience
Brief
The idea: We treat fruit right wherever it goes.
We found that most juice fridges are kept at 40 degrees Fahrenheit but the optimal temperature for healthy fruit is 41 degrees. Well-treated fruit deserves a fridge that serves its needs so we made it a fridge that honors its goodness. This fridge can live as its own separate fridge in the premium juice section or by the checkout area in stores. We’ve also included a book of affirmations for consumers to read to their juice, to tell them how great they are.
Social
Campaign
Hero TV Spot
Radio Spot
The Team
Strategy
Strategist – Joe Castagna
Strategist – Hanna Bar
Creative Brand Manager – Miguel Atkins
Creative
Paige Rollins – Experience Designer
Lauren Jones – Copywriter
Dakota Ward – Art Director