UK – Premium juice company Eager has been given a colourful makeover that takes the frills out of fruit juice. Designed by creative agency Ragged Edge, the rebranding embraces the ordinary with its minimalist design, bright typography and transparent taglines that don’t pretend to be anything other than ordinary fruit juice.
The new identity avoids sweeping claims that try to persuade customers that the juice is the healthiest and freshest choice. Max Ottignon, co-founder of Ragged Edge, says the industry is ‘littered with false claims and unearned hype’. Instead, Ottignon wants Eager to stand out in a market saturated with bold claims and greenwashing, rebelling against the usual juice marketing tropes by choosing to be more honest with customers.
With taglines such as ‘not too picky pineapple juice’, the rebranding shifts the attention towards humble ingredients and classic flavours. For consumers overwhelmed by the bold claims of the fruit juice market, the rebranding aims to spark feelings of comfort and nostalgia.
Customers are often left confused or disbelieving of various claims made by brands. Keep it simple and use transparent language to inspire consumer confidence