Developing a Brand from Concept to Shelf

Anthem worked with Tropicana to create a brand that would help Pepsico establish a presence in the rapidly expanding natural foods market.

In order to reach out to the health-conscious, on-the-go target consumer, Anthem worked with Tropicana to develop a brand from product and brand naming, packaging and structure exploratory through consumer testing and final art. Anthem helped to establish a sophisticated yet approachable identity, a comprehensive packaging design system flexible enough for future line extension, and an overall brand character that reflects the integrity associated with its real fruit products.

Additionally, Anthem developed an informational website, fruitwise.com, and created all sales materials for the brand, including sell sheets, in-store POS and sampling kits, as well as tradeshow materials.