New vitality for Liqui-Fruit

The three new flavours - Pomegranate & Red Grape, Blueberry & Blackcurrant, and Strawberry & Blackcurrant - are made with exotic superfruits all renowned for their health-boosting and free radical-fighting properties. There is no added sugar, no preservatives and no colourants.

Visual communications agency Creative Licence was tasked with conceptualising the Liqui-Fruit Vitality packaging. The challenge was to create a pack design that, while setting itself apart from the Liqui-Fruit motherbrand, still fitted in with the brand intrinsics and formed part of the Liqui-Fruit family.

“The idea was to create a pack design that was literally crammed with fruit,” explains Renier Prinsloo, client service director of Creative Licence. The lusciously fruity, richly coloured photography depicts what's on the inside - a 100% fruit juice crammed with the goodness of pressed fruit - while the icon created specifically for the Liqui-Fruit Vitality range depicts a healthy body fighting off free radicals.

“The green wave at the bottom of the pack connects the product with nature. Green is an environmental colour. It's refreshing, replenishing, organic and healthy. It also creates block merchandising, resulting in a fruit juice packaging that stands apart on the shelves," concludes Prinsloo.