The tasty choice for many economical shoppers, there are numerous fruit juice concentrates on the South African market -so many that supermarkets' shelves of fruit juice concentrates are almost buckling under the weight of all of the different brands, making differentiating a brand in this market all the more difficult.rnAs a result, The Ceres Beverage Company, manufacturer of Super Fruit, chose 2007 to redesign the Super Fruit packaging to make it more instantly visible and recognisable to shoppers.rnThe decision was made to change the bottle shape to a HDPE bottle and to upgrade the labels. Graphic design and brand mentoring company, Creative Licence, was approached to redesign the Super Fruit labels and point-of-sale material.rn'Our brief was to completely redesign the logo to be impactful and eye-catching on the shelf, and the creative team certainly achieved this with rich, strong colours and the striking Super Fruit band,' says Renier Prinsloo, the company's client service director. 'In order to convey the high percentage of fruit in the concentrates and increase appetite appeal, the outdated artwork on the old labels was replaced with photography of fruit on the fruit nectar blends and with a splash of juice on the drink blends.'
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