Brief

St Clements products offer high juice content, natural ingredients and no artificial additives. The range of smoothies and juices is predominantly for schools with the key communication being ‘wholesome and natural’. This direction has to avoid being ‘worthy’, bearing in mind its teenage audience.

Response

The competitive set has few credible branded competitors. This is both an advantage but also a concern. The effect of the weaker "brands" whose design is either limited to poor execution of a piece of fruit or trys too hard to ‘talk to’ kids downgrades the sector overall.

The communication of St Clements quality product offer lifts the brand well above the impact of the ‘cheap, poorer quality’ perceptions of the majority of the competitive set. The result is a simple fun design that clearly represents a natural healthy product.