Citrus Press

A cold-press range that reads from the far end of the aisle.

Client: Citrus Press
Year: 2024
Role: Packaging, Brand Identity
Category: Packaging

Citrus Press — Two-colour SKU across the full range. — Two-colour SKU across the full range.

Overview

Six cold-press juices competing in a chilled cabinet against roughly forty other bottles, most of them white with a photograph of fruit on them. The range needed to be identifiable at four metres, through glass, at an angle.

Approach

Two colours per SKU, edge to edge, no photography and no white. The flavour is communicated by colour pairing alone. Type occupies exactly one band across the bottle's midpoint, at a size that would be considered irresponsible on a shelf that wasn't this loud.

Outcome

Shelf-identification testing put recognition at four metres at 88%, against a 31% category baseline. The range expanded from six SKUs to ten on the same system.

Selected artwork — 2 pieces · click to zoom

Citrus Press — Label wrap and midpoint type band. — 02Label wrap and midpoint type band.

Citrus Press — Cabinet mock at four metres. — 03Cabinet mock at four metres.

Overview

Approach

Outcome

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