Odwalla's Fresh Juice Drinks Are Branded with Health in Mind
Laura McQuarrie — October 6, 2014 — Lifestyle
References: odwalla & packagingoftheworld
The rebranding of Odwalla's fresh juice drinks maintains a focus on the fresh flavor and wholesome ingredients of the products, while calling out some of the benefits of each of the healthy drinks. This includes calling out the caloric content of each drink, as well as some of the nutritional benefits from the fruit and vegetable content in each drink.
Each of the beverage bottles is color-coded to match the vibrant hue of the juices like Mango Tango, Blueberry B and the Strawberry C Monster. On top of this, the caps that close off the beverages are organized by color type, indicating the larger product family that specific drink is a part of, including Juices, Seasonals, Smoothies, Superfoods or Quenchers. The branding by Hatch Design has also been carried out onto other Odwalla products, including granola bars.
Each of the beverage bottles is color-coded to match the vibrant hue of the juices like Mango Tango, Blueberry B and the Strawberry C Monster. On top of this, the caps that close off the beverages are organized by color type, indicating the larger product family that specific drink is a part of, including Juices, Seasonals, Smoothies, Superfoods or Quenchers. The branding by Hatch Design has also been carried out onto other Odwalla products, including granola bars.
Trend Themes
1. Health Benefit Labeling - By highlighting the nutritional properties of their juice drinks, companies can appeal to consumers who prioritize health and wellness.
2. Color-coded Packaging - Utilizing colors to denote different product families can streamline the shopping experience for customers and increase brand recognition.
3. Branded Product Lines - Expanding a company's branding across multiple product types can increase customer loyalty and strengthen brand identity.
Industry Implications
1. Beverage - Beverage companies can capitalize on the trend of health-conscious consumers by providing juices with a focus on natural ingredients and nutritional benefits.
2. Packaging - Packaging companies could develop innovative ways to incorporate colors into packaging designs to help differentiate between brands and product lines.
3. Snack - Snack companies could also consider utilizing a similar branding strategy to encompass multiple products and increase visibility in-store.
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