Design Bridge created the full range of new package designs for Appelsientje, the Netherlands' most favourite juice drink brand. The wide selection of ambient juices and fruit drinks makes for a crowded shelf environment dominated by generic formats and imagery. Most brands look at category leaders to borrow visual cues for pure juice, which increasingly put Appelsientje's unique look and feel under pressure.
So the challenge for Appelsientje was to stand out - both from the competition within the category and from themselves and become the proud icon again as it has always been. An additional challenge arises because non-refrigerated juices are more likely to be perceived as more processed by supermarket shoppers. In fact, Appelsientje's core range was already 100% pure juice - no additives, preservatives or added sugar. As part of the packaging redesign, Appelsientje have reshaped their complete portfolio of fruit drinks to remove added sugars and sweeteners and make all their products more natural than ever.
The new designs give pride of place to the long-established Appelsientje brand. Their easily recognised and evocative "A" logo is capped by photography of pure fruit still on the tree, celebrating the wholesome natural goodness inside each pack. A new custom-made typeface ties the brand and product names together inseparably.
"Appelsientje has been a part of Dutch family life for decades now, but their products were getting lost in sea of sameness," commented Bas van Herten, Client Business Director at Design Bridge. "Our goal for this project was to proudly reclaim their heritage by giving consumers a fresh, natural and distinctive design for a brand already engrained in their hearts - so every glass of Appelsientje is a little moment of happiness in their day."