Eager
Eager committed to making the ordinary extra ordinary. With a rebrand that breaks the rules of big juice.
Founded in 2007, Eager has since established itself as the bartenders’ favourite juice. Likely down to the fact it doesn’t need to be refrigerated. One of the many myths made up by big juice companies to make their products feel fresher and healthier.
Our job was to break Eager out from behind the bar and turn it into a stand-out consumer juice brand. In a category of overclaims and rigid design conventions, we did something drastic in juice. We told the truth.
Overview
The partnership
A full rebrand to take Eager from behind bars into retail and DTC. Including an identity system, packaging and an ecommerce website.
Define
Juice is full of crap. Overclaims, overpromises and outright fibs flood the category. So the brand strategy was refreshingly simple: tell the truth. There’s nothing different about Eager juice. We took that ordinary stance to extra ordinary heights. Throwing out the overclaims, design rules and everything else that comes with the category. An extra ordinary brand for a perfectly normal juice.
Create
Where big juice plays by the rules, Eager throws out the category codes. Nothing to see here. Just a disarmingly simple identity, expressed online and on pack with minimum fuss.
Verbal identity
The writing tells it like it is. Unafraid to poke fun at big juice’s hyperbole.
Commit
On pack, online and in campaigns the approach was the same. Perfectly normal.
Packaging
The packaging system takes simplicity to extremes, standing out on shelf by doing what no-one else dares.
Website
A DTC website with a disarmingly simple call to action. Buy some juice, it’s all we sell.
The different reality
We helped the team launch the brand everywhere you’d expect to find juice. Behind bars. Online. On shelves. A Whole Foods Market listing set the tone. With much more to come.
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 McKay for helping us create a suite of perfectly normal photography.
Big juice talks a lot of nonsense. But they’ve also got a lot of money, so getting our message heard would be tough. I knew Ragged Edge would find a way but the result is something else. They’re geniuses.
Industry recognition for the Eager brand
D&AD Awards
Brand refresh
Graphite pencil
D&AD Awards
Brand voice
Shortlisted
Dieline Awards
Soft drinks
First place