Requirement: Establishment of a new plattform called „Craft Lemonade“ for the brand Rhäzünser next to existing non-alcoholic refreshmentsl (mineralwater, lemonade, etc.)
Implementation: Classic craft cues on the primary container such as naturalness presented by using illustrative fruit, playful typography and a clear label look. The secondary container shows a modern set up and presents a resealable glas, lots of fruit and freshness. Craft is clearly in the foreground, while the brand stays discreetly in the background
Success: A clearly recognizable premium signal and a category upgrade without using the full brand power. Thats how credible craft design is done.
Requirements: Shift Rhäzünser Plus perception into a more modern world, that stands for natural great taste and freshness. Support Rhäzünser brand architecture and make Plus an impactful platform.
Excecution: Light, healthy and active colours, strong Plus-lettering, that stands out from the brand, implicit Plus-imagery that supports benefit and recognition, fruit staging near water. Exactly.
Success: A shopper-relevant product, that is differentiating and impactful. Within the range, on shelf and in consumers mindset.
The new "Rhäzünser Juicy" with sparkling Rhäzünser mineralwater and 8,5% natural fruit juice convinces with its delicious fruity and at the same time light and refreshing apple and rhubarb taste. Without sweetening and suitable for every occasion.