Derrick Lin


Design Agency: Williams Murray Hamm
Project Type: Produced, Commercial Work
Client: Purity Soft Drinks
Location: UK
Packaging Contents: Juice
Packaging Materials: Plastic

Williams Murray Hamm produces new brand identity and packaging design for JuiceBurst

WMH has radically redesigned the award winning JuiceBurst brand to reflect a dramatically changed product.

Having won Gold at the Design Business Association’s Design Effectiveness Awards in February, JuiceBurst’s owner Purity Soft Drinks has built on its success by launching a completely rejuvenated product and brand design with long-term partners Williams Murray Hamm.

Purity Soft Drinks has significantly revised the contents of its bottles. Following the successful introduction of ‘SKINNY’ and a Schools Approved range, 75% of JuiceBurst products will have no added sugar.

These changes have allowed WMH to put more focus on the brand’s naturalness. A bolder, less formal logo integrates a ‘1 of your 5 a day’ mnemonic and new ‘real fruit explosion’ images put more emphasis on the pure juice content – each bottle contains one full portion of fruit.

JuiceBurst continues to use its packaging as media, in particular, through the Blippar augmented reality app which will build on the success of previous Blipps by offering ‘Juice Wars’, a new mobile game that allows consumers to blow up fruit on screen.

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 have been significant annual profit increases and distribution has grown from one to nine national retailers.

“We already thought we had a pretty good design, as the recent DEA win proved” said Jon Evans, Purity’s Marketing Director, “but we wanted to ensure that the brand was even more memorable with the maximum possible standout on shelf and the team at WMH have done a fantastic job in delivering that!”

Garrick Hamm, WMH’s creative director says “ JuiceBurst is a fun and cheeky brand, but it’s here to do some good as well. We think we’ve captured that in a strong and simple way. We love the brand and are very proud of it. I’m hoping we’ll be back on the rostrum again, picking up an effectiveness award for the new design as soon as possible”.

JuiceBurst’s new identity launches in April.