BRAND STRATEGY. RE-BRAND.

To clearly position Grove Juice as a quality option by leveraging the core brand truths.

OUR THINKING

We recommended creating and competing in a new, premium category – Craft Juice.

Craft Juice refers to juice that’s made and bottled by the same grower who grows the fruit. Craft Juice farmers literally have their eyes (and hands) on their own orchards year-round, meaning they’re the ones who are regulating how the land is being cultivated. They look after the entire process, from start to finish, to ensure ultimate quality.

The end result? A premium craft juice brand that is elevated above the competition and positioned as 'the only Grove you should be drinking from'.