Grove Fresh launched in the mid 90’s as the first organic juice brand and enjoyed fantastic growth during the organic boom. But as the market became flooded with organic juice, the brand lost its uniqueness, and consumers had no clear incentive to buy Grove Fresh over private label.
The brief was to create a role for the brand that would elevate the original above own label, giving the pack strong on-shelf impact and ultimately enabling a platform for innovation.
Our design brings to life the idea of an organic fruit grove, continuing to grow across the packs when merchandised side by side on shelf. The grove reflects the brand name, the pure and natural product and brings a sense of warmth to the refrigerator section. From Grove Fresh to Grove Organic Fruit Company, the name change allows the brand to innovate
The tessellating pack design creates unique and distinctive brand impact, differentiating Grove from competitors and giving consumers a real reason to buy the brand again. The engaging redesign has retained Grove's share of the total market and reinforced its position as market leader.
“I cannot underestimate the impact that the brand redesign has had on the business in supporting our premium price position. Our consumers love it and our brand loyalty remains high.”