Design Agency: Williams Murray Hamm
Project Type: Produced, Commercial Work
Client: Purity Soft Drinks
Location: London, UK
Packaging Contents: Juice
Packaging Materials: Plastic
Award: DBA Design Effectiveness Awards 2016 (Gold)
Williams Murray Hamm, with client Purity Soft Drinks, won gold for Brand Design with its groundbreaking work on JuiceBurst, at this year’s Design Effectiveness Awards.
Recognised as one of the UK’s most prestigious design for business awards, Thursday night’s annual turnout was held at Tobacco Dock, London. The guest list of shortlisted winners included many of the top 20 creative and design businesses in this country.
Judged by business leaders and entered jointly by client and designer, the DBA Design Effectiveness Awards are both rigorous and authoritative. They celebrate the power of design to drive business success and provide compelling proof of why design is a sound commercial investment.
Popular with small, independent retailers, JuiceBurst was missing a massive opportunity by having no presence amongst large convenience retailers like WHSmith. In order to achieve significant retail listings to drive growth, WMH defined a target audience, positioned the brand and created highly differentiated packaging that would really engage consumers.
Building on the brand’s name, WMH used fruit being detonated as the central motif. This overarching idea connected the packaging to social media and digital content via Blippar, the augmented reality app.
Since re-launch, JuiceBurst has become one of the nation’s fastest growing beverage brands. In a market declining by -9%, it is growing at 93% year on year. There has been an amazing 75% annual profit increase and distribution has increased from one to nine national retailers.
WMH Creative Director Garrick Hamm said ‘It just illustrates, again, that great, simple creative ideas can make a difference to the bottom line. I’m delighted for our long-standing and supportive client Jon Evans at Purity and, of course, our hard working team at WMH’.