For the first time in six years, Odwalla, Inc., Half Moon Bay, Calif., is introducing a refreshed visual identity to its Odwalla brand. The new creative will be seen brand-wide, across all product offerings, and will include everything from the website to product labels to delivery trucks. Though the exterior has been updated, nothing has changed about the products themselves—they still feature the same flavor and wholesome ingredients.
The new packaging is more shopper-friendly with benefit call-outs, ingredient imagery and clear segmentation of products. For instance, the cap colors on all beverages have been changed to indicate the specific segment—Superfoods, Smoothies, Proteins, Juices, Quenchers and Seasonals—making it easier to identify the different products.
Beverages displaying the new creative will begin rolling out in January.