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 identity.
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 Water).