Eager
FROM OVERHYPED TO EXTRA ORDINARYJuice isn’t as innocent as it seems. The big players pluck the lowest-hanging fruit to convince — and deceive — shoppers that they’re the healthiest, freshest, most innovative choice. Eager’s approach is refreshingly different. We helped them build a defiantly ordinary brand for their perfectly normal juice.
WE PARTNERED ON
Brand strategy, visual and verbal identity, website and comms.
AWARDS
D&AD Awards 2023, Graphite Pencil, Brand Refresh
D&AD Awards 2023, Shortlisted, Brand Voice
Dieline Awards 2023, First Place, Soft Drinks
CHALLENGE
As the go-to-mixer brand for bartenders, you’ve probably tasted Eager before. Founder Ed and his team asked us to help them break out from behind bars. To build a DTC brand for juice drinkers everywhere. But in a market overwhelmed by over-claims, getting noticed would be no small feat. So we did what no-one else dared. We told the truth. And embraced the ordinary.
CHANGE
Out went the category conventions. No misleading health claims. No unthinking adherence to the design ‘rules’ set by big juice. The new Eager identity is disarmingly simple. A pleasingly crisp design system. No nonsense packaging. A website that exists solely to sell juice. And a tone of voice that tells it like it is. An extra ordinary brand for a perfectly normal fruit juice.
HUMBLE JUICE, BOLD CLIENTS
This particular brand of bravery demanded a particular brand of client. Kudos to Ed, Sam and David for having the courage of your convictions. Thanks also to Charlie for helping us create a suite of perfectly normal photography.
ED RIGG
Founder, Eager
