Growers Direct Organic Juices

• Challenge
• Insight
• Impact

Gerber owned the Libby’s brand and research has shown that it was unable to credibly stretch into organic territory. Thus the brief was to create a unique brand that could occupy its own space and take on own brands.

Project Scope

Brand positioning, brand creation, naming, brand identify and brand design

Main Questions

• Where were the gaps in the organic juice market?

• What could make a credible brand in juices?

• What kind of brand character could be engaging?