CAWSTON PRESS by Pearlfisher London for CAWSTON PRESS

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CAWSTON PRESS

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Industry Juice
Media Design & Branding
Market United Kingdom
Agency Pearlfisher London
Creative Director Natalie Chung
Designer Claudia Morris
Released January 2010

Credits & Description

Category: Non-Alcoholic Drinks
Advertiser: CAWSTON PRESS
Product/Service: FRUIT JUICE
Agency: PEARLFISHER
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: PEARLFISHER, London, UNITED KINGDOM
Creative Partner: Jonathan Ford (Pearlfisher)
Creative Director: Natalie Chung (Pearlfisher)
Designer: Claudia Morris (Pearlfisher)
Senior Account Manager: Kerry Plummer (Pearlfisher)
Planning Director: Tess Wicksteed (Pearlfisher)
Realisation Director: Darren Foley (Pearlfisher)
Senior Digital Artworker: Alex Man (Pearlfisher)
Media placement: Packaging - Waitrose Supermarket - 1st February 2010

Describe the challenges and key objectives
The main challenge was to use the new name and identity to inspire a consumer re-appraisal of the ambient juice sector by drawing attention to the availability of premium quality juice, made from 100% whole pressed apples rather than fruit concentrates, not found in the chiller. It also aimed to reinvigorate the ambient aisle itself, introducing premium branded innovation to an area generally perceived as generic and standardised and with no named brands.

Describe the brief from the client
We were tasked with visibly capturing and preserving the flavour and essence of the apple, to create a stand out design that visibly connects the consumer with the fruit and qualities attributed to the natural juice produced by Cawston Press.

Describe how you arrived at the final design

The final design heroes the humble apple and celebrates its very appleness. The typography is bold, lucid, proud and charming as is the copy and tone of voice. It's a strong, vibrant and clear graphic design with an identity that shouts above the crowd - speaking directly to consumers as well as creating a strong dynamic shelf presence to bring some much needed news to the neglected ambient fixture.

Give some indication of how successful the outcome was in the market
There are five newly branded variants of Cawston Press (Apple, Apple & Ginger, Apple and Elderflower, Apple and Rhubarb and Apple and Blackcurrant) sold in Waitrose and Ocado.