Sydney-based creative branding agency Bubblefish was asked to help Aussie juice brand Fresh and Press launch its product with a new look overseas.
Fresh and Press recently decided it was time to introduce its product to the Indonesian market, starting with testing different types of juices in various cities.
So it commissioned Bubblefish to come up with a striking packaging design concept.
“Not only were we tasked with introducing a new brand into Indonesia, we had to introduce a brand new market in the drinks sector – pressed juices,” a Bubblefish spokesperson said.
“Trademarking is also an issue in Indonesia, as it can be easy for people to copy an idea.
“Once a popular trend has been established, competitors are quick to flood the market.
“Therefore, it was important for us to brand Fresh and Press with a long-term marketing strategy in mind.”
Understanding that social media is an influential medium for brands in Indonesia, Bubblefish created a brand name and identity that would speak to a younger skewing demographic that liked to share aspects of their lives online.
Playing on the idea of being “hot off the press” the Fresh and Press name, identity and packaging was designed to reference retro newspaper clippings.
“We extended the 'hot off the press' idea into the design of a mystery product packaging, promoted as 'fresh off the press',” the spokesperson said.
“This ensured that product testing could be done successfully without needing to create packaging for every type of flavour.”
