Genuis Juice Taps ROOK/NYC for New Branding
Grace Mahas — June 16, 2021 — Marketing
References: rooknyc & geniusjuice
Genius Juice is a zero-waste smoothie brand renowned for its success on the television show 'Shark Tank.' The brand recently tapped Independent Creative Agency, ROOK/NYC, to refresh its brand identity and packaging design, "without losing the core essence of the brand."
Mark Christou, Co-Founder & Creative Partner, ROOK/NYC, commented on the inspiration behind the new branding. He said: “Refining the Genius brand identity and packaging design was a fun challenge. Nothing in the competitive set had a sense of human personality, so we worked hard to find the right balance of functional communication and playful tone. The result was a more disruptive, iconic look with clear product communication that more efficiently sells to the consumer.”
Genius Juice's new packaging design hits shelves nationwide this month in Whole Foods, Costco and Sprouts.
Image Credit: Genius Juice
Mark Christou, Co-Founder & Creative Partner, ROOK/NYC, commented on the inspiration behind the new branding. He said: “Refining the Genius brand identity and packaging design was a fun challenge. Nothing in the competitive set had a sense of human personality, so we worked hard to find the right balance of functional communication and playful tone. The result was a more disruptive, iconic look with clear product communication that more efficiently sells to the consumer.”
Genius Juice's new packaging design hits shelves nationwide this month in Whole Foods, Costco and Sprouts.
Image Credit: Genius Juice
Trend Themes
1. Playful Packaging Design - There is an opportunity for independent creative agencies to offer refreshed branding focused on playful design that clearly communicates product offerings to create an iconic look, which sells more efficiently to consumers.
2. Emphasis on Human Personality - Brands that add a sense of human personality to their packaging design can differentiate themselves in the market and gain consumer loyalty in the smoothie industry.
3. Zero-waste Products - The production of zero-waste products such as those offered by Genius Juice offers opportunities for companies to tap into the growing environmental awareness and sustainability trend in the food and beverage industry.
Industry Implications
1. Independent Creative Agency - Independent creative agencies can capitalize on the opportunity to offer refreshed branding focused on playful packaging design that clearly communicates product offerings with a sense of human personality.
2. Smoothie Industry - Brands in the smoothie industry can differentiate themselves by incorporating human personality into their packaging design and aligning themselves with the growing trend towards environmental awareness and sustainability.
3. Zero-waste Food and Beverage Industry - The production of zero-waste smoothies presents an opportunity for companies to tap into the growing consumer demand for sustainable and eco-friendly products in the food and beverage industry.
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