Murray Brand Communications Wins Package Design’s 2011l Makeover Challenge

Dec. 7, 2011 - PRLog -- San Francisco – December 1, 2011 – Murray Brand Communications, an international, award-winning package design and visual branding agency, today announced that after more than a thousand votes were counted it has emerged victorious in Package Design’s annual Makeover Challenge for 2011. The company’s cheerful redesign of the Brazil Gourmet line of fruit juices earned praise from voters for its good use of negative space, fresh and refreshing color palette, and clever reimagining of the brand’s toucan iconography.

“Brazil Gourmet wanted to create a unique brand position by leveraging its Brazilian heritage,” said Scott Knudsen, director of brand strategy and project management. “Our team of branding and design experts helped solidify the brand’s essence by identifying three words—fun, delicious, and healthy. These were not only used to represent Brazilian culture, but also integrated into the branding and design of Brazil Gourmet’s products.”

The concepts of fun, delicious, and healthy are all present in the new design, which uses whimsical illustration and type, beautiful photography of whole fruits, a white background that tells an unconscious story of the juice’s purity, and bright tropical colors. The agency also improved on how Brazil Gourmet’s brand character—the toucan—is implemented in the package design.

“I voted for the Murray Brand Communications’ submission because it really conveyed what the product was all about,” says Heinz packaging engineer Greg Roskos. “It was quick, it was efficient, and it made sense. The tropical look on the shrink wrap label conveys freshness and somewhere exotic, which is what you want to do for a tropical fruit juice company.”

A sense of the exotic was an important part of the brand strategy Murray Brand Communications built for Brazil Gourmet. The agency identified two strong competitors in the premium juice cooler section: Naked Juice and Odwalla. Although these brands have strong category presence and are known by consumers for their high-quality products, they don’t specialize in tropical fruit juices.

About Murray Brand Communications
Murray Brand Communications is an international award-winning visual branding agency specializing in the design of packaging, identities, websites and collateral as well as brand analysis and brand strategy development. For more than 20 years the company has earned the trust and confidence of many of the world's most recognized brands through its innovative designs, insightful brand strategy consultation and expert production management.