Built around the idea of ‘Refreshingly Liberating’ Drinks, the London-based creative agency has been creating a brand refresh for Rock Squash. Moving away from complex recipes, the brand prides itself in the simple combination of cane sugar, whole fruit, and Devonshire spring water.
The brand refresh focuses on highlighting the simple ingredients and the mouthwatering flavors. The illustrations used on the packaging are natural and aligned with the brand personality. Family (and friends) completely avoided the use of Photoshop-style images, typically associated with soft drinks, to highlight the brand’s organic attributes.
“An important part of the brand refresh meant looking and feeling like a premium, natural, wholesome family option, not positioned as a ‘kiddie’ squash brand” says Derek Johnston, head of strategy at Family and friends.
“This refresh comes at a good time – the cost-of-living crisis is leading less footfall in bars and cafes, so more people are seeking a posher, premium drinks experience at home and at summer BBQs etc.
The marketing team at Rocks said this of the project:
“Rocks is a special brand that stands very strongly for delicious taste from natural, whole fruits that are free from any artificial ingredients – and this is really important to our consumers, too. We wanted the packaging to reflect this and provide that strong, natural reassurance, so we’ve brought all the fruits front and centre of pack and cleaned up the design to make it look simple and delicious.”