rebranding
rebranding
The Juicy Fruit rebrand focuses on tapping into nostalgia through a "Go Retro" campaign.
The Juicy Fruit rebrand focuses on tapping into nostalgia through a "Go Retro" campaign.
FOCUS
FOCUS
MARKETING
MARKETING
TIMELINE
TIMELINE
6 WEEKS
6 WEEKS
6 WEEKS
TOOLS
TOOLS
ADOBE CREATIVE SUITE
ADOBE CREATIVE SUITE
Research
Juicy Fruit is one of the oldest chewing gum brands, but over time its identity has become overshadowed by larger competitors. This rebrand reimagines the brand through a nostalgic "Go Retro" campaign, combining a refreshed visual identity with a playful marketing strategy designed to reconnect with younger audiences.
Juicy Fruit is one of the oldest chewing gum brands, but over time its identity has become overshadowed by larger competitors. This rebrand reimagines the brand through a nostalgic "Go Retro" campaign, combining a refreshed visual identity with a playful marketing strategy designed to reconnect with younger audiences.
Strengths
Strengths
Juicy Fruit's customer loyalty lies in its iconic advertising. The catchy jingle has left a lasting impression, which contributed to early awareness of the brand.
Juicy Fruit's customer loyalty lies in its iconic advertising. The catchy jingle has left a lasting impression, which contributed to early awareness of the brand.
Targeting Teens
Targeting Teens
Juicy Fruit’s target market includes young consumers drawn to fruity flavours, making it a popular choice for casual chewing. My campaign targets teens through a strong social media presence and engaging advertisements.
Juicy Fruit’s target market includes young consumers drawn to fruity flavours, making it a popular choice for casual chewing. My campaign targets teens through a strong social media presence and engaging advertisements.
Embracing Humour
Embracing Humour
Teens appreciate brands with light-hearted messaging and are quick to avoid overly polished, sales-driven ads. By embracing humour, this rebrand resonates with teens.
Teens appreciate brands with light-hearted messaging and are quick to avoid overly polished, sales-driven ads. By embracing humour, this rebrand resonates with teens.
Whats Missing
Juicy Fruit is overshadowed by dominant gum brands. The main pain points contributing to this are a lack of social media presence, poor marketing strategies, and an outdated brand image.
To celebrate its status as the oldest gum brand, the focus will be on tapping into nostalgia with retro-inspired themes through the Go Retro campaign.
Whats Missing
Juicy Fruit is overshadowed by dominant gum brands. The main pain points contributing to this are a lack of social media presence, poor marketing strategies, and an outdated brand image.
To celebrate its status as the oldest gum brand, the focus will be on tapping into nostalgia with retro-inspired themes through the Go Retro campaign.
Packaging Design
To stay competitive, the design, logo, packaging, and social medias all need significant attention.
I refreshed the logo and colour palette. Blue, red and yellow accents in favour of a minimalist yet bold aesthetic - one that highlights Juicy Fruit’s standout fruity flavour in a mint-dominated market.
To stay competitive, the design, logo, packaging, and social medias all need significant attention.
I refreshed the logo and colour palette. Blue, red and yellow accents in favour of a minimalist yet bold aesthetic - one that highlights Juicy Fruit’s standout fruity flavour in a mint-dominated market.
Custom script, bubbly type that appears youthful and energetic, a retro font to evoke nostalgia, and the iconic Juicy Fruit yellow attributing to brand memorability.
Custom script, bubbly type that appears youthful and energetic, a retro font to evoke nostalgia, and the iconic Juicy Fruit yellow attributing to brand memorability.
Adverts
This live-action advertisement is formatted in 16:9 HD for YouTube and is designed to appeal to a younger audience. The humour comes from the absurdity of the concept - the idea of eating someone else's chewed gum is so unexpected that it grabs attention, bringing a comedic element.
This live-action advertisement is formatted in 16:9 HD for YouTube and is designed to appeal to a younger audience. The humour comes from the absurdity of the concept - the idea of eating someone else's chewed gum is so unexpected that it grabs attention, bringing a comedic element.
The first social media post, designed in a 1080 x 1920 format for an Instagram Reel. It features a blue background with yellow accents to maintain Juicy Fruit's iconic colour scheme. The animation showcases someone blowing a bubble, which grows and pops to reveal the new logo.
The first social media post, designed in a 1080 x 1920 format for an Instagram Reel. It features a blue background with yellow accents to maintain Juicy Fruit's iconic colour scheme. The animation showcases someone blowing a bubble, which grows and pops to reveal the new logo.
The third social media post, created in a 1080 x 1920 format for an Instagram Reel, highlights Juicy Fruit's ability to evoke a sense of energy. Inspired by the brand’s classic commercials featuring active people engaging in sports, this post aims to capture that same vibrant energy.
The third social media post, created in a 1080 x 1920 format for an Instagram Reel, highlights Juicy Fruit's ability to evoke a sense of energy. Inspired by the brand’s classic commercials featuring active people engaging in sports, this post aims to capture that same vibrant energy.
What I Learned
This rebrand allowed me to develop valuable skills in logo design, packaging creation, mockups, content creation, and animations. It was an opportunity to refine my design abilities while deepening my understanding of marketing.
Tools
What I Learned
This rebrand allowed me to develop valuable skills in logo design, packaging creation, mockups, content creation, and animations. It was an opportunity to refine my design abilities while deepening my understanding of marketing.
Whats Missing
Juicy Fruit is overshadowed by dominant gum brands. The main pain points contributing to this are a lack of social media presence, poor marketing strategies, and an outdated brand image.
To celebrate its status as the oldest gum brand, the focus will be on tapping into nostalgia with retro-inspired themes through the Go Retro campaign.
More Works