Agency: ROOK/NYC
Creative Partner: Mark Christou
Managing Partner: Rebecca Thomas Christou
Designer: Mark Christou
Photographer: Tony Pierre
Location: United States
Project Type: Produced
Client: Genius Juice
Product Launch Location: United States
Packaging Contents: Functional Beverage
Packaging Substrate / Materials: Recyclable Plastic

A zero-waste company, Genius Juice prides itself on using the whole coconut to create a creamy, delicious, extra nutritious smoothie using both the coconut water and coconut meat, while the husks are up-cycled into coconut charcoal for detoxification products and generating energy.

ROOK/NYC worked collaboratively with the company’s Founder, Alex Bayer, and his team, to refresh the brand identity and packaging design without losing the core essence of the brand.

“Refining the Genius brand identity and packaging design was a fun challenge. Nothing in the competitive set had a sense of human personality, so we worked hard to find the right balance of functional communication and playful tone. The result was a more disruptive, iconic look with clear product communication that more efficiently sells to the consumer.” -Mark Christou, Co-Founder & Creative Partner, ROOK/NYC

ROOK/NYC’s goals were to dial-up the flavor cues and create a clearer communication hierarchy system on-pack, while also maintaining the brand’s iconic equities and appealing to a wider audience. The result is a whimsical, flavorful design that quickly communicates to the consumer what the product is, what its key benefits are and what makes it so unique.

“ROOK’s methodical process of doing a complete review of our brand from top to bottom and determining the best pathway forward was well executed and thought through. We were extremely satisfied with the work, and felt it was a MASSIVE upgrade to our brand to gain more customers in stores, and gain new customers we had trouble attaining with our previous branding.” – Alex Bayer, Founder & CEO, Genius Juice

Genius Juice’s new packaging design hits shelves this month in Whole Foods, Costco and Sprouts.