Rush Juices

Rush is a range of fruit juices packaged and sold by Coffee Day in their outlets and online. Despite combining fruits, berries, and vegetables into bold flavour pairings, the products struggled to stand out on the shelf. Research revealed that customers often associate “healthy” juices with compromised taste, leading to hesitation at the point of purchase. The rebrand therefore aimed to challenge this perception and reposition Rush as a drink that was both nutritious and exciting.

The branding and packaging celebrate the unexpected flavour combinations that define the range. Instead of traditional realistic imagery, illustration was used to create a playful and engaging visual language. Minimal forms of cut and whole fruits and vegetables were arranged into vibrant compositions that capture the energy and variety of the blends.

Bright colours set against deep backgrounds help the ingredients stand out while reinforcing the intensity of the flavours. The visual system was designed to be simple and modular, allowing it to scale easily across current and future variants while maintaining strong shelf recognition.

The result is a distinctive identity that reframes Rush as a beverage that is as fun and appealing as it is wholesome.