If Simply were to innovate, what would they look like today?
Rebrand, Package Redesign, and Line Extension
Wake up Simply with a brand refresh, new packaging, and a product extension.
Simply became a category leader by introducing carafe packaging to the juice aisle. But it was so compelling, everyone else copied them.
THE BRAND PROBLEM
Simply now has little differentiation, blending in with brands from Tropicana to Sunny D. It is time for them to innovate again for distinction in the aisle.
THE BIGGER PROBLEM
People aren’t drinking juice.
Sugar is the enemy: Although the sugar in 100% juice is natural, many can’t get over the high amounts that are in each glass.
When people do decide to have a sip of juice, they describe it as a “satisfying treat”.
Simply is seen as only an orange juice brand. But we have other juice.
Provide a sense of satisfaction at anytime of the day by elevating Simply beyond orange juice.
Experience the goodness of a beverage made simply.
Phase 1: Logo Redesign Goal: Stay true to our name by looking and feeling simple.
Phase 2: Package Redesign
Goal: To be seen as a satisfying treat beyond the breakfast table.
Single-serve bottles We focused on designing for Simply’s 12oz. RTD bottle to give people more opportunities to grab Simply as a treat throughout their day.
Equity in green In our research, consumer’s consistently distinguished Simply by it’s iconic green cap. We wanted to keep the green as a key part of the updated brand identity.
Simple, yet premium We wanted to keep the bottle shape simple, but to elevate it by using Titan plastic (used for reusable water bottles). It’s more durable, yet recyclable, and gives the consumer a more premium experience.
THE PRODUCT EXTENSION
Goal: To give people more opportunities to enjoy Simply.
People are opting for guilt-free, refreshing beverage options with unique packaging.
We saw an opportunity to bring Simply into the sparkling water space. Sparkling water has become increasingly relevant in culture today, but sparkling water drinks with real fruit juice is slim to none.
Introducing, Simply Sparkling.
Differentiated packaging Simply Sparkling doesn’t come in a cardboard box and is not shelf stable, a design standard in the seltzer category.
We reintroduced Simply by putting simple, premium, and single-serve at the forefront.
BRAND TAKEAWAY We shifted Simply from an orange juice brand to a beverage brand, giving consumers more opportunities to enjoy juice throughout their day.
PERSONAL TAKEAWAY I love both strategic and design thinking. It’s thrilling to see research and consumer insights impact design details.