Refresher is aimed at a more grown up customer than most competitors, and needed to communicate on level that would attract all ages, and convey the simple pleasure of ripe and natural fruit juice.
Finely drawn, pure colour illustrations were used to convey unembellished purity: simple packaging for a simple product.
A wordmark that referenced the stencilled typography of fruit packing crates made a bold and distinctive identity.
Packaged in a new, more efficient bottle the new design reflected the more sophisticated consumer the drink is aimed at, and bold typography gave the product a strong shelf presence and fresh appeal.
Benson’s Refresher’s sales have jumped over 200% since the redesign hit the shelves in 2019.