Mockingbird Raw Press: From Function to Emotion
Creating the Fastest-Growing Smoothie Brand in a Declining Category.
Brand Strategy. Name Creation. Copywriting. Visual Identity. Packaging Design. Artwork. Print Management. Brand World.
A specialist in premium cold-press technology, Mockingbird Raw Press makes premium fruit and vegetable juices. Keen to transcend what had become a very functional and benefits driven category, we wanted to create a brand that would reintroduce emotion into the juice and smoothie space. Simultaneously, we needed to find a way to communicate the benefits and justify the premium price positioning of cold-press – a task that competitor cold-press brands had singularly failed to do.
Do No Harm is the philosophy at the heart of Mockingbird Raw Press, reflecting the ability of cold-press to transform fruit and vegetables into smoothies and juices without damaging its nutritional integrity or clean authentic taste. As a brand manifesto, it speaks to kindness and care, setting the foundations for a brand in tune with an audience of young, purpose-driven consumers. The philosophy and brand name work hand in hand, inspired by the moral at the heart of the novel To Kill A Mockingbird – that it’s a sin to hurt something that does no harm.
PREMIUM CRAFT CODES
The Mockingbird ethos is captured in the brand’s symbol – a playful bird icon protected within an embrace of natural leaves. The symbol is heroed on packaging beneath a simple curved logotype and raw press descriptor. Colour-coding is kept minimal, in the symbol’s leaves and product name, relying on the coloured liquid to communicate and challenging the category norm of full colour. The dominant monochrome palette of the label design signifies the brand’s more premium status and reinforces its craft positioning. Beyond packaging, the brand embodies a playful lifestyle that focuses on building a vibrant and creative community as well as advocating healthy living.
Brand Strategy.
Name Creation.
Copywriting.
Visual Identity.
Packaging Design.
Artwork.
Print Management.
Brand World.
