Tropicana Kids Smoothies has been launched and Stormbrands’ brief was to “develop a fun, reassuring and distinctive brand and packaging identity”. The packs also had to stand out from competitors such as Innocent and Happy Monkey.
Zoe Phillipson, creative director at Stormbrands, said: “We’ve created a brand architecture and packaging system that’s strongly aligned to Tropicana’s iconic core identity, which is synonymous with quality, taste and natural fruit. But we’ve also developed a new system with appeal and credibility as a parent-purchased but child-focused range. It accommodates the needs of both perfectly.”
According to Stormbrands, the design concept couldn’t be too playful without risking some of the positive associations for parents – the primary customer for the multipack boxes on shelf. To achieve this, beneficial credentials feature on the outer carton, with real-fruit images and the iconic Tropicana straw.
Phillipson added: “Parents like to choose products that are naturally healthy from brands with trusted reputations. Kids want brand experiences that are fun, exciting and make them look cool in front of their friends. Stormbrands has satisfied both audiences with a distinctive identity. The results catch Mum or Dad’s eye in the supermarket, and provide showing-off creds for the kids.”
