Frucor’s McCoy juice has been reinvented to stand out in the shelf-stable juice aisle.
Bright, 'exploding' fruit motifs now adorn the packs, and they are set starkly against a black background.
Frucor enlisted New Zealand design agency Dow to make-over the look, which had previously consisted of single fruit colours:
They saw the need to bring improved designs and premium appeal to the shelf in the midst of a “foodie revolution that had bypassed the juice aisle”.
The company wanted its packs, which are sustainable Tetra Pak cartons boasting Forest Stewardship Council (FSC) credentials, to stand out in a crowded category.
“The category was becoming more confusing, which wasn’t helping McCoy,” said Dow’s creative director Donna McCort.
“As the rest of the supermarket was going all Masterchef and MKR, the juice aisle lacked some of these authentic food cues.
“So we took the single fruit essence of the brand and injected it with sophistication and craft.
“Hence the black background, the real, still life quality of the fruit, and the natural splashing juice that, although transformational, cues authenticity and remains true to the real McCoy.”
A prior partnership with celebrity chef Simon Gault cemented McCoy as part of Australia's foodie culture, and recipes have been introduced on the back of packs in the new design.
“The packs don’t just look stunning – they have captured the true essence of the brand in a progressive way that reflects important food trends,” said Joel Reichardt, senior brand manager for McCoy.
“That’s a very difficult branding task to pull off for a product as established as McCoy, so we're delighted with the results.”
