BNA/ Tłocznia Cymes: A Fresh Chapter for a Polish Juice Icon

Victoria Cymes, best known in Poland for its cult-favorite fresh carrot juice, has undergone a striking visual and strategic transformation after 35 years of organic growth and portfolio expansion into smoothies and lemonades. The brand is now relaunching under a new umbrella identity – Tłocznia Cymes – with a renewed focus on consumer connection. The Polish word Tłocznia translates as “juice press” evoking the artisanal, hands-on process of extracting natural freshness.

The Story Behind the Brand

The creative spark for Tłocznia Cymes came from a true story: the daily challenge of delivering fresh carrot juice to stores in time for breakfast. This narrative evolved into the Big Idea – We Deliver Freshness – a brand promise and the central thread for all communication. It’s a pledge of daily freshness and enjoyment, symbolized by the fruit-and-vegetable delivery truck icon featured prominently on the packaging.

In the rebrand, preserving what people loved about Cymes – its authenticity and natural character – was key. The carrot DNA of Cymes is subtly embedded in the new logotype, alongside the founding year, 1989, as a nod to heritage and expertise. A cohesive yet flexible packaging system was designed for the broad portfolio, where bold typography meets rich, saturated illustrations and photography, each line reflecting the flavor and personality of its category.

The greatest success of the rebranding is that the new identity feels like a natural continuation of the brand consumers have trusted for decades. This is affirmed by spontaneous positive reactions from employees, retailers, and customers alike.