Packaging is the ultimate vehicle for design: industrial, graphic, and typographic design are all put to the test to create an impression so meaningful that it converts currency into consumerism. This ...
All-natural juice company Evolution Fresh is an independent and family owned company run by chefs and master juice makers. The 98 SKUs for the Evolution brand and its mirrored private label Harvest brand are currently sold in over 500 stores along the West Coast, including Whole Foods, Pavilions, and Gelsons.
Geyrhalter Design, in Santa Monica, CA, has been Evolution’s design agency for nearly a decade, nurturing the brand through consistent print collateral, website design, in-store marketing, truck graphics, and advertisements. Recently, Geyrhalter Design and Evolution took on the challenge of reviving all the SKUs for the first time since the start of the company. A fresh and clean new look was created to make the product more shopable while staying true to the company’s independent and free spirited roots.
The evolution of Evolution
“For an update, it became a fairly major project,” says Fabian Geyrhalter, founder of Geyrhalter Design. Early on, both Evolution and Geyrhalter realized that there was a lot of work to be done. Evolution was not presented as a unified brand as the Evolution logo itself even came in several different colors, and the ’80s style layout was boxed up and too colorful for modern, health-conscious sensibilities.
The story of the Evolution brand is an interesting one, to say the least. The founder of the brand, Jimmy Rosenberg, is also the founder of the Naked Juice brand. After Rosenberg sold Naked Juice, he was disappointed in the corporate direction it took. He also knew he could take the concept of all-natural juices even further. While he waited for a no-compete clause to run out, he built the Evolution concept on fresh-squeezed and fresh-pressed fruit and vegetable juices that are minimally pasteurized. The company's commitment to the freshest juices possible means limited distribution for the products, all bottled at a single location in San Bernadino, CA.
The rebranding effort was focused on creating a consistent brand image and increasing shopability. Introducing a revised red brand identity and all-red bottle caps enabled Evolution to stand out from direct competitors such as Naked Juice and Odwalla. The new matte-finish label stock creates a semimetallic effect in a manner that, when refrigerated, adds to the fresh feel that Evolution seeks.
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