Have you seen this latest juice craze? Frucor looked to Dow Design in creating a striking rebrand and packaging for McCoy, a New Zealand-based brand that continues to pave the way in the premium juice market.

McCoy is the leader of the pack, a forerunner out of the rest of its competitors. However, it was left unnoticed by a particular audience — the young foodies who are drawn to charming aesthetics with quality ingredients. The brand decided to branch out toward these gourmet food aficionados and show that they are relevant to this culture of carefully-curated dining.

The brand’s distinctive pack is all-black, complemented with gorgeous photography that highlight each flavor and the fresh fruit within the product. The vibrant color of the fresh fruit, the dynamic splash and droplets of juice — these fine details speak to anyone’s visual appetite. In addition, the logotype is bold and clean, almost to the point of edgy elegance for the modern consumer.