Blue Marlin performs fruit alchemy for J20
Posted by: Blue Marlin Brand Design
Date added: Wed 06 Jun 2012
The redesign celebrates the launch of reformulated recipes for the core variants: orange and passion fruit, apple and raspberry, and apple and mango.
The new graphic and structural packaging design gives J20 greater presence in store and more shelf stand-out in the brand’s on-trade heartland. The new look is upmarket, contemporary, distinctive and ergonomic.
The graphic design features a vibrant new colour palette which, combined with intricate splash and drip detailing, visually communicates J20’s fruit taste and liquid refreshment.
“The aim of the redesign was to bring J20’s fruit mixology back to life,” says Simon Pendry, creative director at Blue Marlin London. “We replaced the previously flat label background with a gradient effect and shading, to create a new depth around the brand marque that increases its impact and embodies J20’s multi-dimensional fruit combinations.”
Topped off with white highlights and contemporary typography, the new graphic expression is altogether more uplifting and engaging.
The new 275ml bottle, crafted by Blue Marlin’s 3D team, possesses a seemingly taller, more sophisticated shape, which will appeal to an on-trade adult audience. The slimmer shape reflects J20’s new more refreshing recipes, and an embossed wave on the front of the bottle denotes J20’s flavour blends to complement the new graphic design.
Helen Gorman, brand controller at Britvic, comments: “The new structure and graphics work beautifully together to underscore J20’s positioning as a premium, modern brand.”
Blue Marlin has also worked with Britvic to create three new limited edition J20 variants: Glitter Berry, Papaya Punch and commemorative Jubilee pack Diamond Berry, which are in store now.
Other articles by Blue Marlin Brand Design:
Hornsby’s Charges In with New Brand Identity by Blue Marlin
Global brand design agency Blue Marlin has given Hornsby’s hard cider a revolutionary new brand identity via packaging following its recent acquisition by C&C Group PLC. The powerful new design can now be seen on shelves across the U.S.
Thu 02 May 2013
Blue Marlin makes a dirty job simply adorable
Fashionable, functionable and green! Integrated brand design agency, Blue Marlin gives Portland-based brand gDiapers a makeover that reflects their eco-friendly brand essence. The international rollout hits shelves this month and will be seen in USA, Canada and Europe.
Tue 16 Apr 2013
Blue Marlin Bring Worlds Together for Warner Edwards Gin
Integrated brand design agency Blue Marlin has created a brand platform via packaging for start-up gin company, Warner Edwards. Their premium gin, distilled on a Northamptonshire farm, became available to purchase online at the end of last year, and has just launched in retail outlets in the United Kingdom.
Mon 15 Apr 2013
Blue Marlin wins DBA Design Effectiveness Awards
Integrated brand design specialists Blue Marlin took home gold, silver and the International Export Award at the Design Business Association’s Design Effectiveness Awards last night in London.
Mon 11 Feb 2013
Tim Arrowsmith Re-joins Blue Marlin as Creative Director
Singapore - Integrated brand design agency Blue Marlin rings in the New Year with the appointment of Tim Arrowsmith as Creative Director of their Singapore office.
Mon 14 Jan 2013
LinkedIn
YouTube