A 360º re-brand + major new product launch for the last, great all-American orange juice brand.
This ground-up redesign not only serves as an authentic brand touchpoint, it reinforces Florida’s Natrual’s family-owned, salt-of-the-earth (so to speak) essence. The new
FloridasNatural.com features deep product and nutritional information, hundreds of (and growing) family recipes, and a rich interactive exploration of Florida’s unique citrus history.
Florida’s Natural is only major national orange juice brand to still be in a carton for a reason (a very green reason). So we used it as a “canvas” to share our family-owned POV, e.g., giving a side panel to the growers, to tell their stories.
The textured wood background lends a “hand-made” feel, and the crisp, mouth-watering photography (instead of category-standard illustrations) helps it pop on-shelf – across 64 SKUs, multiple sizes, blends, and regional variations.
New Product Launch
Fit & Delicious is a new super yummy low-calorie OJ that goes head-to-head with Trop 50. We designed the logo, palette, packaging, TV commercials, FSIs, print and social.
And, so far, consumers love it! We’re still gaining significant cart share in every market, despite being significantly outspent by PepsiCo (who owns Tropicana) by gazillions.
For all you data wonks out there, here’s a quick case: it has lots of graphs and things that prove that all this work has translated into actual business for Florida’s Natural.
And, despite some industry issues with “greening,” so far, only Florida’s Natural remains the only major national oj brand to still be 100% made in the USA (Florida, to be exact).