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Pomegranate juice pack returns to its roots

After a slide in sales, U.K. juice brand Pomegreat returns to the design firm that designed its original packaging, to revive its formal visual equities.

Pw 77497 Pomegreat Ambient Pomegranate

Branding and packaging design firm Parker Williams has refreshed the packaging for the U.K.’s original pomegranate juice brand, Pomegreat—a decade after it designed the original.

The redesigned pack builds on Pomegreat’s former visual equities created by the agency: a confident, vertical brand logo and a series of pop art-inspired illustrations of pomegranates in bright, clashing colors to create on-shelf standout. The pack also highlights Pomegreat’s low GI index, and incorporates the brand’s partnership with the Independent Diabetes Trust, to emphasize the juice’s health benefits.

Parker Williams designed the original pack for the brand’s 2003 launch. It was subsequently redesigned by another agency. The brand returned to Parker Williams this autumn for a revamp following a slide in sales.

Says Jo Saker, creative director at Parker Williams, “We went back to the brand’s roots to take what we knew were successful elements, and gave them a contemporary update. We wanted to ensure the brand reminds customers of all that is innovative and distinctive in the brand’s heritage and that the pack stands out in an aisle full of photographic fruit images. The Pomegreat story is testament to the power of the pack when it comes to championing the product to consumers.”

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