CONCEPTUAL THINKING / COPYWRITING / TONE OF VOICE GUIDELINES / PRODUCT NAMING
Perfectly Normal Juice
Eager started by making shelf-stable juice for bars and restaurants that needed to keep a lot of juice on hand, but didn’t want it eating up all their fridge space. And it worked.
Then, the founder, a good dude named Ed, decided to go direct to consumer. The challenge was: convince people non-refrigerated juice was just as good. Tropicana had them thinking it had to be bought and stored chilled, a wasteful eco misconception Ed wanted to destroy.
I was one of two creatives on the rebrand, taking the positioning: Perfectly Normal Juice and coming up with brand ideas and conceptual routes. As copy director, I wrote everything: the headlines, the packaging, the website, the guidelines, etc.
The work won two D&AD Pencils (Rebrand, Brand Voice), an placed first in the Dieline Awards soft drinks category, it also helped get Eager into Whole Foods.
