Tasked to come up with a new brand identity that makes JP Juices look as good as it tastes, as well as accentuating the company’s caring attitude and ethical approach, Delineo’s Creative Director, Leigh Sheridan and its Manchester digital agency, Social Magnet came up with a new design that gives the whole product range a real lift, by using bright colourful fruit as the focal point with a clean, white background.
The campaign involved everything from a new logo ID and tone of voice, to new brand positioning, packaging and a fresh new website. The website is due to be delivered later this month and will look to socialise JP Juices’ online presence while improving its search engine rankings for some of the important keywords in this sector.
Each product has a different slogan using J and P (these letters were originally chosen as they are the first initials of the owners two sons), such as Juice Pleasure and Juice Passion, creating a simple and honest tone that is backed up with a tag line ‘The juice that cares’.
Having been founded in the back bedroom of the Tim and Yvette Kearns’ house, JP Juices has certainly grown in size as its Fairtrade juices can now be found in supermarkets, universities and schools.
Integrated elements: Brand communication and digital
