The juice category is fiercely competitive. Loop Brands challenged Eastcoast to do away with the comparable beauty parade of packaging that uses fruit photography. Driving the brand toward a commodity positioning fought largely on price.
Repositioning the brand ‘from our family to yours’ was a sentiment strongly felt at the heart of the business. Salvatore Lentini started picking oranges in 1965 and today Eastcoast is a 3rd generation family of citrus farmers, that makes mouthwatering fruit juice.
Still living, working and tending to their original orchard inspired us to replicate this idea to consumers. Creating an impressive retail shelf blocking with a distinctive visual brand identity of citrus trees that builds as an orchard.
Scope of work