JUICY LUCY IDENTITY & PACKAGING
Two key events went down in 2004: The philosopher Scribe asked the nation whether they knew of anyone who rolled in a similar fashion to him (he proposed that there weren't many, if any); and Fracture began its long-standing relationship with Charlie's. Coincidence? Probably. Regardless, when Charlie's wanted to modernise their predominantly food service juice brand Juicy Lucy in 2012, they enlisted our help.
What started out as a brand "evolution" became a complete overhaul, as Charlie's realised Juicy Lucy's GSP (grocery sector potential -- a sweet marketing term I just made up). Along with a new brand identity, we developed a cost effective labelling system for Juicy Lucy's twelve variants which span supermarket shelves and the food service industry. The only thing they didn't like was our idea for the 13th flavour: Orange 'n' Toothpaste.