SunRype Products refreshes its look.
SunRype, a Canadian juice and fruit snacks company, decided
to revisit its brand identity, which the company felt was too “corporate” and
did not embody the brand’s essence of “goodness.”
The company reached out to Anthem (www.anthemww.com) to deliver a refreshed
packaging and a contemporary brand identity.
Anthem worked with SunRype on a visual solution that would preserve
the brand’s heritage but would inject warmth, freshness, and vitality into the
Anthem’s design retains key equitable elements of SunRype’s visual
identity, featuring the existing color palette with a more modern, stylized sun
graphic to represent the “taste the sun” positioning. A clean, simple new
typeface supports the more contemporary overall look and reinforces SunRype’s freshness
and quality. Anthem then devised a brand visual language and applied it to
existing SunRype packaging as well as new SKUs, creating a synergistic look and
feel across all products. The effort extended beyond the identity refresh and
application to include a redesign of SunRype’s kids’ snacks line, as well as
the launch of three new product lines and the extension to a new US
product. The cohesive new look reaffirms the SunRype brand’s personality while
increasing overall prominence at shelf.
The effort extended beyond the identity refresh and
application to include a redesign of SunRype’s kids’ snack line (Squiggles and
FunBites), as well as the launch of three new Not From Concentrate
Juices product lines (Coastal Cranberry, Blueberry Harvest and Summer
Berry) and the extension to a new U.S. and Canadian product (Coconut