High five to a fresh look
A combination of fruit juice blends, this refreshing drink had been a family favourite since it was introduced in the early 1980s.
Our challenge was to uncover the brand’s unique appeal and deliver a brand redesign to help us stand out on the shelf and drive national sales. Our research found that the core target group had developed a taste for different types of beverages and more ‘real’ fruit flavours. To that end, we suggested branching out to include fusion flavours that would appeal to young and active consumers. The rebrand of Five Alive Citrus also included new flavours: Tropical Citrus, Passionate Peach Citrus and Mango Citrus. The imagery and word mark were bolder and brighter, and the fruit was given a stronger presence to reinforce flavour and freshness.
While it has limited availability in the U.S., Five Alive is still widely distributed in Canada, proving how great design can juice up a brand.