dCell, the strategic design consultancy of MullenLowe Lintas Group, has developed the visual pack architecture forRaw Pressery’s benefit and classic range of juices.
Cold-pressed juice brand Raw Pressery has been founded by entrepreneur Anuj Rakyan and is unique in the sense that its products are made from a combination of fruits, vegetables, nuts, spices and super foods without any heat or air thereby ensuring freshness for longerduration.
Commenting on the brief given to dCell, Rakyan said, “We wanted to create a master brand architecture for the benefits and our new classic range of juices to create a consistent, effective visual identity. With the new classic range, we wanted to reach out to a larger health conscious segment that often ends up being shortchanged by ‘100 per cent juice’ brands. We’re excited with the creative output provided by dCell and wish the product gains popularity with the consumers as well.”
Sharing the creative approach taken by the agency,Tasneem Ali, Executive Creative Director, dCellsaid, “Raw Pressery was taking a big leap from being a mostly online, home delivery based brand, to one where retail shelf presence is vital. Having a clear pet bottle in the universe of tetra packs is not just a differentiator on the shelf but gives an assurance of quality and purity, with plenty of taste appeal. As Raw Pressery has a loyal consumer base, we decided to build on what we felt had going for it. Retaining the original bold, simple, handcrafted logotype, we created a device holder to ensure the visibility of the logo on the various coloured juices. By linking the logo with the fruit graphic, we reinforced the brand promise to rely only on the fruit, and nothing else, to deliver on quality and taste. The free flowing illustration style is candid, uninhibited, honest, and true to the brand ‘Raw’.”