Agency: Dow Design
Creative Director: Donna McCort
Senior Designer: Tony Masterantonio
Account Director: Emma Johnson
Marketing Manager: Monica Yianakis
Senior Brand Manager: Joel Reichardt
Photographer: Charles Howells
Project Type: Produced, Commercial Work
Client: Frucor Beverages
Location: New Zealand
Packaging Contents: Juices
Packaging Materials: Paper
While assessing the market for McCoy's premium juice range, it seemed to the team at the Dow Design agency that the real "foodie" revolution had bypassed the juice aisle, consumers were trading down and the supermarket aisle hadn’t evolved as foods had. There was a need identified to reintroduce premium appeal through brand and packaging design.
The McCoy brand was far from broken. The elegant packs and the simplicity of the single fruit colours had managed to help McCoy’s lead the category for more than ten years. But according to Dow Design's Creative Director, Donna McCort, “The category was becoming more confusing, which wasn’t helping McCoy. As the rest of the supermarket was going all Masterchef and MKR, the juice aisle lacked authentic food cues in their packaging. So we took the single fruit essence of the brand, and injected it with sophistication and craft. Hence the black background, the real, still life quality of the fruit and the natural splashing juice that although transformational, cues authenticity and remains true to the real McCoy”.
An design alignment with authentic premium foodie values is more than skin deep. A prior partnership with celebrity chef Simon Gault had proved that McCoy was the perfect match for the foodie culture. To link in with that foodie vibe, recipes have been introduced on the back of the packaging in the new design, making clever use of the packaging real estate to engage customers with the product.
In this packaging design project Dow Design employed photography rather than illustration to amplify the message of real fruit contents.