Target group: Product name:
Brief history: The Big Idea:
Naked JuiceThe target audience will consist of those who are youthfuland health-conscious of what they are eating/drinking, butwant something fun and bright. The new packaging wouldcatch the eye of those between the general ages of 18-30with no specific gender in mind. Jimmy Rosenberg, a man who wanted to produce a “natural fruit juice drink” in Santa Monica, California, founded Naked Juice in 1983. Production and distribution stayed in Californiauntil 2000, when the brand was moved to Greenwich,Connecticut after North Castle Partners bought the product.Its main competitor is Odwalla, and through several re-branding periods, Naked Juice has been able to stay aheadin sales. After 2007, PepsiCo has owned Naked Juice andcontinues conduct business from its California locations.Though there have been a few lawsuits filed against thecompany, the newest redesign will help to put forth trueinformation in short, concise bullets.Naked Juice will be redesigned to have a more modern,minimalistic look. The current packaging for Naked Juice isvibrant and colorful like I would like it to be, but I will changethe fonts and the amount of information posted on the label.I will also have less fruit, and instead, the main fruit willbe focused on the front. There will be the ingredients andnutrition facts on the back and perhaps a fun, healthy facton the back encouraging the consumers to pursue a well-rounded lifestyle. By redesigning the packaging to target ayouthful and outgoing demographic with vibrant statementcolors, Naked Juice will see a rise in sales as more consumersbecome aware of the product.