Cawston Press makes the best tasting, quality juices in the land IMO. They approached us to help them with a refresh of their ambient Tetrapak cartons – to rationalise both the overall design and the messaging. Working in collaboration with Helen Hartley, we started off by looking at the content/claims – what exactly are we trying to say, what does the consumer care about the most (consider hierarchy) and does it all land comprehensively. We audited the category and analysed common semiotics.
FOP messaging/claims: ‘Never from concentrate’ is their clear proposition, placed prominently just below the logo. ‘No jiggery pokery’ is Cawston’s rallying cry and ‘made from pressed fruit’ qualifies this.
From a design perspective, we looked at the full collection of typefaces in use in their justified letterpress style. We culled the redundant ones and retypeset each flavour variant in the most effective mix. We had some of the watercolour illustrations recreated & ensured there were clear leaves in each one (jauntily placed top right for synergy) to help convey the ‘naturalness’ of the product.
