Mountain Sun Juice
Faced with increased competition, the pioneer manufacturer of natural and organic fruit juices was losing shelf space. The old label was hopelessly outdated. Starting anew, the team reviewed research on the category and worked through a number of brand innovations. The brand’s consumer values were reformed with a bold shilled design cradled by an overall mountain-country theme depicting the product’s provence in the southwest corner of Colorado, near Mesa Verde. Specific fruits were used on each label act as flavor visual cues for the consumer.