Cracker shakes up ambient category
Premium ambient juice? Not such an Oxymoron as Morison’s and Asda have proved. Brandinstinct was hired by Cracker Juices to create the brand strategy, identity and package design for their new range of premium ambient fruit juices.
Cracker spotted a major opportunity in an often scorned category. Ambient juices don’t need to be less healthy than chilled juices as both go through the same pasteurisation process. However, traditionally, big players in the ambient category have been selling commodity priced, heavily diluted products, with little natural juice, adding preservatives, artificial colours and other “nasties”. Cracker Juices decided to create a new category of premium ambient juices. This category provides a much needed solution for families who are becoming increasingly health conscious but still need to stock up on juice for practicality
Cracker use only premium fruit, mostly grown locally in the Ukraine from a single farm. In cases where dilution is needed to make the fruit puree drinkable, they add a careful measure of spring water from a local artesian well - so the taste of the original fruit is maintained.
Brandinstinct found the team at Cracker Juices’ enthusiasm to bring health and delight through nourishment, to all levels of society contagious, and their decision to contribute 10% of the profits to plant fruit trees in Africa inspiring.
“The Challenge for this project was to bring the unique character of our client into the brand, while creating a new position in the Ambient Juice category” said Uri Baruchin, Brandinstinct consultant.
“We had the luck to work with a client who was rebellious by nature and didn’t fear doing things differently. Most fruit juice packaging is clichéd. You know the type: fruit shots, bursts and banners. Brandinstinct’s design took an innovative approach, creating high impact black packaging with stylish use of colour and silver foil. The result clearly communicates the premium values of the product and positions it as a premium offering inside a traditionally bland category. The simplicity of the result and the way multiple packages work together help cracker juice dominate any shelf space it is given.”
Cracker was quickly snatched up by Morrison’s and Asda, which now stock it to offer a healthy, premium alternative to cost-conscious families.