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Following a reformulation of the product and a move to a new clear bottle, the Fruit Shoot team wanted to move away from past perceptions of artificialness with a refresh of their look and feel and truer representation of their ‘kid first’ ethos.
We went back to basics – with a full review of all existing assets, we built recommendations on how Fruit Shoot could show up across the board, which concluded with a recommendation to evolve rather than revolutionise brand communications linked to the new pack design. We reworked the key visuals, updated illustrations and key messages, whilst retaining the tone of voice (we had developed previously) before reviewing the colour pallet and fruit compositions. Finally, we built clear guardrail and packaged everything together in detailed brand guidelines and toolkit.
