Sep 20, 2011

“Where’s normal juice?”

Juice comes from pressing fruit, but what quality of fruit, exactly how we got the juice out of the fruit, and what we added to it for your benefit, are all viable brand stories. Trying to keep the pure and natural aspect can be a challenge, but when you’re called ‘the fruit lab’ or ‘Fruit&Co’ perhaps that isn’t high on the priority list.

‘Rijp’ (= Ripe to you and me) looks a lot more natural and tells a ‘good taste’ story in more ways that one. Coolbest’s Raw Juice on the other hand seems to be mixing its design metaphors, with a high-tech logo, low-tech paper, and a bottle which has been hacked into shape with a machete. Not a great recipe for something trying to be simple.