Plenish was the UK’s first raw, organic, cold-pressed juice but the category had become increasingly crowded. The brand needed to elevate itself above category conventions and stand for something greater in order to establish itself as the leader of the pack.
These juices are drunk by people who want to squeeze more out of their fast-paced lives. Every brand in the category was focused on what’s in it rather than what’s in it for you. We reframed Plenish around their audience of “people that hustle” and gave the brand a powerful new purpose – “to fuel ambition”.
In-keeping with this progressive, active and positive brand, we created an identity that pushes ever forward and heroes the brand’s role as a smart addition to your arsenal.
Agency: Mother Design
Creative Director: Christian Cervantes
Designers: Haider Muhdi, George Lavender, Gala Slater
Strategist: Dan Broadwood
Account/Project Manager: Cat Cooke
Photographer: Sam Hofman
Stylist: Iain Graham