Agency: Live & Breathe
Client: Blendies Smoothies
Creative retail marketing agency Live & Breathe has overhauled the look and feel of Blendies, a range of blended frozen fruits from Squeeze Me, aimed at young, affluent health conscious smoothie lovers.
The agency has redesigned the Blendies logo and product packaging which will be available on shelf from the end of March.
Live & Breathe has retained the matt silver foil of the original packaging but introduces the fruit content as hero and visual on- pack cue to aid consumer understanding and recognition of this relatively new category.
The fruits appear sliced and arranged in playful, colourful, geometric shapes, shot from above. A glass containing a prepared smoothie drink is also shown.
Short, clear copy on pack explains how to prepare smoothies from the real fruit content. The agency has used the Cocon font which complements the natural fruit shapes.
Live & Breathe MD, Nick Gray, said, “Our redesign for Blendies is colourful, refreshing and fun and clearly communicates the product and its qualities.
“The packaging has to work hard for a range of reasons - not least because Blendies is part of a completely new category and sits in the freezer cabinet next to ice-cream and other frozen goods.”