Our ‘Bold by Nature’ positioning and strapline perfectly evokes the naturalness of James White’s products and their strong, uncompromising flavours. This fruit and vegetable juice brand enjoys significant distribution across all major UK supermarkets, but their products had grown in a relatively unplanned way. Our new positioning succeeds in uniting formerly disparate ranges.
Our work involved market research with potential and existing consumers, a competitive review, a brand workshop and the development of propositions for individual ranges.
Market research | Competitive review | Brand workshop | Brand positioning | Brand architecture
A new confidence
To say the brand was resting on its laurels may be too strong. But it certainly needed an injection of confidence and vitality, and clear communication of the brand’s essential difference. Our new positioning does just that. Correspondingly ‘bold’ designs were created by Studio More.
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