Gregory's Box'd Beverages
The client had developed the technology to store juice in a box without the juice oxidizing the box's interior surface. The box provided many practical benefits such as storing a lot of juice in a compact space and an easy-pour tap. However, the real challenge was that the consumer is more comfortable with brands they know. They needed a brand story so compelling that the consumer would consider switching to them.
Working with the strategy team to identify conceptual start points, I was inspired by the client's account of his family vacations by a lake. This story led to the final direction, with the brand mark featuring the client’s actual sons.
After one week in a trial phase at Wegmans supermarket chain, the brand earned permanent status on the shelves.
- Project Roles
- Creative Director, Designer
- Gregory Packaging Inc
- Art Direction, Creative Direction, Brand Strategy, Copywriting, Creative Strategy, Design, Packaging Design
- Brand Guidelines, Packaging
- Project Industries