Keeping it real
Real’s new look is fresh, vibrant, and bursting with positivity – just like the fruit inside
The Brief
Refresh the juice fixture, with a bold iconic own-able design. Building on the legacy of the brand that speaks to today’s generation, create a refreshed identity anchored in juicy abundance of fruits and convey the optimistic freshness of natural goodness.
VISUAL IDENTITY • PACKAGING DESIGN
Context & InsightReal is No.1 in India, with 60% market share in the Juices & Nectar category, over Tropicana at 20%, B Natural at 7%, and Paperboat at 4%. But with the last identity refresh 10 years ago, there was a need for Real to refresh its identity to be relatable to its new generation of consumers. The challenge was to maintain recognition, whilst modernising for a digital first world, stimulating greater variant consumption through sensory enticement.
Real is No.1 in India, with 60% market share in the Juices & Nectar category, over Tropicana at 20%, B Natural at 7%, and Paperboat at 4%. But with the last identity refresh 10 years ago, there was a need for Real to refresh its identity to be relatable to its new generation of consumers. The challenge was to maintain recognition, whilst modernising for a digital first world, stimulating greater variant consumption through sensory enticement.
The Idea
Abundantly Real
Real gives you pure fruit power. Feast your eyes on the abundance of fresh fruit we cram into every carton. A graphic ‘r’ character creates a window into the pack, revealing the natural goodness of all our different fruits and nectars, leading consumer around the side of carton to discover more of our juicy freshness.
Expression
The new Real brand identity evolves the typographic and natural leaf equities of the past whilst expressing a younger personality, for a new generation.
By freeing the logo from its holding shape, the brand is more easily integrated across communications, digital and product innovations across its portfolio. The Real orange colour is retained to amplify shelf impact, optimise range merchandising and imbue brand trust through familiarity. The casual logo script typeface creates a personal, approachable and contemporary feel, adding youthful freshness , whilst remaining unmistakably Real.
“We kept what people already trust – Real’s legacy and that unmistakable orange – but reimagined the ‘r’ as a bold window of fruit abundance, making the identity instantly own-able on shelf and flexible enough for endless range extensions.”
Dave Hodgson
Executive Creative Director & Co-Founder
