We are excited to share details on our just launched re-design for California based Evolution Fresh, the independent and family owned juice company, run by chefs and master juice makers. The 98 labels for the popular, all-natural, Evolution brand, and its mirrored private label ‘Harvest’ juice line, is being sold in over 500 stores along the West Coast including Whole Foods, Pavilions and Gelsons. Celebrated as the freshest juice available, Geyrhalter Design, together with the owner and marketing director of Evolution Fresh, took on the challenge of giving the brand a fresh and clean new look while staying true to its independent and free spirited roots. We focused our effort on creating a consistent brand image. By introducing a revised red identity to go along with all-red caps it enabled the brand to stand out from direct competitors such as Naked and Odwalla. The label stock was changed to matte laminated finish, which created a semi-metallic effect when refrigerated and added to the fresh feel that was sought after. While creating a uniform look, a unique color was picked to compliment each juice, giving it a visual flavor and making it easier for the customer to identify a specific juice on the crowded market shelves. The whimsical illustrations were carried over from the original design to make it easy for customers to recognize their product and keep the home-made feel that is so important to the product.Besides illustrating around 50 vegetables and fruits for the back label, the biggest challenge was to find appropriate colors for each flavor that work with the brand mark red as well as differentiate enough from the other SKU’s. It started as a clean-up initiative of the former labels, and it really opened a whole slew of layout concerns, leading up to this re-design. We are now working on strengthening the brand further through social media initiatives, shelf talkers and a new web site. It feels great keeping this wonderful brand ‘fresh’ for nearly a decade now. For us it was a unique labor of love, Evolution being one of the companys’ first clients, who enabled Fabian Geyrhalter to move the operations from a garage setting into an office space, which in its beginning was shared with Evolution’s marketing team, 9 years ago.

This is an update to an entry that got erased during a server problem. We added images and a link to a full write up to the post:

 A while back, I shared a project I was about to undertake for Art Center College Of Design’s designmatters department with you. Time has passed, and about a month ago we travelled to Mexico City to launch this student effort during the 62nd Annual United Nations DPI/NGO Conference.The Vato Verde campaign is a design intervention for civic disarmament that includes environmental, print and multimedia components, which provoke us to take a close look at the complex problem of gun violence in mega cities such as Los Angeles and Mexico City.Vato Verde aims to reach a generation of children and tweens who are at risk for gun violence and often over-exposed to the glamorization of guns in mainstream media. My students decided to work with Claymation for the first time and the campaign has received great interest from educational leaders to be included into curriculums in Puebla, and maybe other states within Mexico.

You can now read an updated essay about this campaign as well as view the videos on Art Center’s designmatters site.

Or is it just the recession talking? Or maybe he says this to everyone and not just us?

One thing is for sure, we will follow up and find out.

A job applicant like him deserves a little bit of lovin’….

Of course we are delayed, but we are still having fun and hope that you will join in the fun. Just a little sample below…

I fully understand that we are all bored hearing about the Tropicana branding fiasco, but Geyrhalter Design has been in the juice label design world for a while now with our client Evolution, so we just can not help but keep thinking about it. The fact that the new - now old - Tropicana package hinted at the same design sensibilities that attract clients to Geyrhalter Design (clean and simple ‘Swiss Design‘), does not help get our minds off the subject matter. It is challenging to deal with an existing brand, an existing image that might seem like it is outdated to designers, but there is an emotional connection to that image, even though it goes against all experts’ opinions. As Alex Kuczynski noted in the Design Spring ‘09 Edition of TMagazine, customers of brands that evoke childhood memories, such as OJ or snicker bars, don’t think in terms of good versus bad design and outdated versus current. Sometimes the new needs to be massaged into the old, creating a transitional phase in a re-branding effort. That way it can be seen as a nice update, an upgrade even, but still look familiar to let the consumer know that they still get ‘the same good stuff’, just in a more professional package. Below you can see a project we approached the same way for Evolution Juice a couple of months ago. When I was at Whole Foods last week I spotted our revised label next to a ‘No Pulp’, original, label and it very nicely reinforced this point.