Brief:

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.

Response:

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.

Result:

Benson’s Refresher’s sales have jumped over 200% since the redesign hit the shelves in 2019.