Dr. Smoothie Brand Refresh

Derrick Lin


Design: WonderWild
Copy Writer: Liz Renner
Project Type: Produced, Commercial Work
Client: Dr. Smoothie
Location: Lincoln, United States
Packaging Contents: Smoothie mix
Packaging Substrate / Materials: Plastic
Printing Process: Digital printing

We worked with the Dr. Smoothie brand of Bevolution Group to refresh their logo of 20+ years and develop all new packaging for their 6 different product lines. When it came to the logo and visual identity, we knew we wanted to stay with the color red and within the script family for type in order to take advantage of the brand equity that had been built in the marketplace for the past 20 years. We also knew the brand deserved custom handlettering, not a pre-built font.

One of the primary drivers for how the refreshed brand would look and feel was the Brand Archetype of Explorer. Throughout our discovery process, we collectively decided the Explorer persona best represented the ethos of the brand: adventurous, resilient, upbeat, non-conformist and independent. This proved to be a cornerstone of our voice and design decisions throughout the project.

What’s Unique?
What makes this packaging unique is the fresh and modern yet rugged and tough design that’s carried throughout the products’ labels and packaging. It’s fresh and natural feeling will help it stand out on the shelf, while the bold type and bright fruit draw the consumer in.