Britvic-owned juice drink brand J2O is being relaunched with new graphic design by integrated brand design agency Blue Marlin.
The redesign marks the launch of reformulated recipes for the core J2O flavour variants orange and passion fruit, apple and raspberry, and apple and mango.
A new 275ml bottle possesses a “seemingly taller, more sophisticated shape”, designed to appeal to an adult audience in the on-trade – J2O’s core market – while a slimmer, “ergonomic” bottle profile is said to reflect J20’s new more refreshing recipes.
Overall, J2O’s new graphic and structural packaging gives the brand greater on-shelf presence. The graphic design features a vibrant new colour palette, combined with splash and drip detailing, visually communicating J20’s refreshing fruit taste.
“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.”
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.”
Britvic has also created three new limited edition J20 variants, in conjunction with Blue Marlin: Glitter Berry, Papaya Punch and the commemorative Jubilee pack Diamond Berry.
Britvic relaunches J2O juice drinks line
