Is the juice you’re drinking actually good for you? A lot of beverages on the market today have a pretty hefty amount of added sugar. Well, not JuiceBurst. To focus on the brand’s natural ingredients, Williams Murray Hamm redesigned the packaging to emphasize its healthy ingredients.

“Having won Gold at the Design Business Association’s Design Effectiveness Awards in February, JuiceBurst’s owner Purity Soft Drinks has built on its success by launching a completely rejuvenated product and brand design with long-term partners Williams Murray Hamm.”

“Purity Soft Drinks has significantly revised the contents of its bottles. Following the successful introduction of ‘SKINNY’ and a Schools Approved range, 75% of JuiceBurst products will have no added sugar.”

These changes have allowed WMH to put more focus on the brand’s naturalness. A bolder, less formal logo integrates a ‘1 of your 5 a day’ mnemonic and new ‘real fruit explosion’ images put more emphasis on the pure juice content – each bottle contains one full portion of fruit.”

“JuiceBurst continues to use its packaging as media, in particular, through the Blippar augmented reality app which will build on the success of previous Blipps by offering ‘Juice Wars’, a new mobile game that allows consumers to blow up fruit on screen.”

The name “JuiceBurst” is depicted in a literal sense on the labels, with an image of the cut open fruit and fruit juice pouring out of it. Bright colors are immediately eye-catching, and the splashes of juice give the images movement and life. The bottles are clear, allowing the hues of the juices to play well with the colors on the label, giving them energy and urging buyers to pick up the bottle.

Jon Evans, Purity’s Marketing Director, mentions, “We already thought we had a pretty good design, as the recent DEA win proved, but we wanted to ensure that the brand was even more memorable with the maximum possible standout on shelf and the team at WMH have done a fantastic job in delivering that!”  

Garrick Hamm, WMH’s creative director says, “JuiceBurst is a fun and cheeky brand, but it’s here to do some good as well. We think we’ve captured that in a strong and simple way. We love the brand and are very proud of it. I’m hoping we’ll be back on the rostrum again, picking up an effectiveness award for the new design as soon as possible.”


Designed by: Williams Murray Hamm

Country: United Kingdom

City: London