Over the years, SunRype has grown from delivering apple juice to their communities in Kelowna to a national brand across Canada. Their promise has always been to use real fruit and simple ingredients for a perfect balance of great taste and healthy goodness.
But their brand and packaging felt stale and complicated. It was hard to distinguish between flavors and lines, and lacked the element of refreshing taste.
To start, we breathed new life into their brand with the brand platform “Shine On”. This platform was inspired by the sun and all the goodness it brings into our lives. We used vibrant gradients to represent this idea on packaging. From bright teals and greens to oranges and pinks, the product portfolio was filled with new color. With over 28 flavors and four sub-brands, we came up with an intuitive color system and messaging hierarchy for ease of navigation through simple layout for messaging and colors to identify sub-lines, while still making them all feel consistent. And overtop the floods of color, we photographed fruit falling from the top left corner on each pack to showcase real fruit in a new and fresh way.
And finally, the logo. Every Canadian knows the SunRype sun and we wanted it to stay that way. So instead, we changed the wordmark of the logo to a friendly, more approachable sans serif, giving the logo a sense of warmth and bringing the mark to a more modern space.
As a staple of childhood memories, SunRype’s renewed identity positions the brand to shine on for the next generation.
CREDIT
- Agency/Creative: Crew Marketing Partners
- Article Title: Branding and Packaging Design for SunRype Shine On
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Canada
- Agency/Creative City: Surrey
- Market Region: North America
- Project Deliverables: Art Direction, Brand Design, Food Styling, Packaging Design, Product Photography
- Format: Bottle, Flow-Pack
- Industry: Food/Beverage
- Keywords: Juice
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Credits:
CCO: Gerald Schoenhoff
Creative Director: Dan Ryu
Senior Designer: Morgan Hueston
Senior Designer: Gui Freitas
Account Manager: Amy Squaire
Photography: Kevin Clark
Photography: Michal Urbanek
Food Stylist: Jennifer Stamper
Stylist: Lawren Moneta
Production Design: SGK
Project Manager: Brenda Yim
