Client

James White Drinks

PROJECT

James White make delicious juices and cordials. To help showcase and unify their award-winning products, they needed a cohesive brand with a premium look and feel. This was our chance to do a little digging – to unearth their core values, nurture the brand back in line with its roots, and create a single brand focus to unify the product ranges

WHAT WE DID

Naming /
Visual identity /
Tone of voice /
Messaging /
Packaging /
Website /
Social media /
Newsletter templates /

Naming / Visual identity / Tone of voice /
Messaging / Packaging / Website / Social media / Newsletter templates /

Freshly squeezed
brand strategy

Since 1992, James White have been making award-winning juices and cordials using pressed fruits and veg on their Suffolk fruit farm. Their recipe for success is simply the finest produce, expertly pressed, and no messing around. With delicious results. Their Big Tom drink even has the Royal Warrant. Yet in nearly thirty years, there has never been a unifying brand expression for their drinks ranges. They asked us to apply some strategic thinking to give them the brand articulation they deserved.

BEFORE & AFTER

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Sowing little
seeds of change

James White needed to tell their story, clarify their values, purpose and USPs, and appeal to buyers and stockists, but without starting from scratch. Evolution not revolution. With this in mind, we created the brand strategy, Bold By Nature. Strong and inspiring, this approach set the scene for subtle changes with significant impact. After clarifying the brand blueprint, we updated designs for their multiple ranges including the bestselling Beet It, Organic and Classic Juice ranges. Here, it was especially important to create consistencies without changing the styling, layout and colours.

A refreshing perspective

The new masterbrand logo features a leaf rooted firmly in the ground, to suggest their long-term success. Below this sits the ‘Bold by Nature’ strapline which conveys the drinks’ punchy flavours and uncompromising ingredients. Clean and fresh with simple colourways, the logo unites the ranges without dominating packs. For the ranges themselves, we elevated and contemporised on-pack illustrations using finer touches on colour, shape and stroke lines, and updated the typography. Thanks to a strong and flexible brand strategy, thoughtful design and careful refinement of existing brand equities, we were able to tell the whole delicious story.

WIDER BRAND EXPANSION
AND COMMUNICATION

Since 1992, James White have been making award-winning juices and cordials using pressed fruits and veg on their Suffolk fruit farm. Their recipe for success is simply the finest produce, expertly pressed, and no messing around. With delicious results. Their Big Tom drink even has the Royal Warrant. Yet in nearly thirty years, there has never been a unifying brand expression for their drinks ranges. They asked us to apply some strategic thinking to give them the brand articulation they deserved.