Bundy Juice (Redesigned)

Agency: Redfire
Creative Director: Colin Downing
Art Director
Designer: Natasha Alimova
Client: Bundy Juice
Country: New Zealand

Bundy Juice is an Australian juice company producing a range of premium fruit juices and fruit drinks and is based in Bunderburg Australia – a township made famous by Bundy Rum and Bunderberg Ginger Beer. Bundy Juice hadn’t done any packaging changes for over 10 years and needed to reinvent themselves. They appointed Redfire a strategic branding and packaging agency based at the bottom of the world – New Zealand to review the entire brand and packaging and wanted something fresh and fun with stand out. After a lot of research, concepting and crafting, Redfire is proud to present the newly revitalized Bundy Juice packaging refresh.

The old Bundy Juice package design was outdated and lacked consistency and shelf presence on shelf. The juice and beverage category is getting edgier in Australia and Redfire wanted to convey all the brand cues that made Bundy Juice “Bundylicious”. We were after a unique look and feel that could use subtleties to differentiate the premium juice range from the drinks range and yet be unmistakable Bundy. We developed hand crafted elements and use styled art direction to really add the appetite appeal so necessary for any beverage packaging.

The revitalized packaging has been in the market for 2 months now and as they say, “the proof is in the pudding”. Sales growth has rocketed and nationwide distribution grown significantly. Happy Clients, Happy Agency!