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Before & After: Odwalla

by Tiffanie Pfrang on 03/26/2013 | 3 Minute Read

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For over thirty years, people have loved Odwalla, a truly authentic brand that connected with consumers who were thirsty for something good and good for them. Recently, the competition has grown and market share lost. Hatch was tapped to help revitalize the brand by conducting a complete creative overhaul of all of their existing assets. Starting with the more intrinsic elements and working outward, the refresh delivered on every consumer touch point; from packaging, point-of-sale, events and sales tools, then brought it to market with a creative campaign that compliments the vibrant new identity.

 

 

"It started with a complete creative overhaul. We took a look at the brand’s overall visual identity, conducting an audit of all the design elements previously established. We then explored ways to amplify, evolve or edit, and determined what would continue to work as part of Odwalla’s rich, distinct heritage. We made the most of Odwalla’s mark by giving it a handcrafted feel, while taking their bird out of the lockup, allowing him to have a more prominent role to emphasize their whimsical personality. (We like to think the brand began to sing).

Armed with a newly developed ecosystem of design elements, Hatch applied the new concept to the brand’s most important communication vehicle, the packaging. We flooded the bottle and bar labels with vibrant colors that speak directly to flavors, and used vibrant photography to replace illustrations, showing real fruit and the promise of what’s inside. But, the packaging was just the start. Hatch delivered on every consumer touchpoint; from point-of-sale and event booths to delivery trucks, coolers, t-shirts and sales tools, we served up the beautifully delicious new Odwalla brand.

Once the design refresh of Odwalla’s more intrinsic assets were complete, Hatch began building the brand for the broader market, by developing a creative advertising campaign that revolved around goodness. The goal was to compliment the new identity and establish a voice that allowed the goodness of the brand to shine through. We then worked with Odwalla’s partner agencies to help execute the campaign. Print and out-of-home lead the charge for creating awareness, with digital and event marketing following suit to drive trial. People love this brand. What a privilege and pleasure for Hatch to continue to keep it real, keep it current and keep on bringing goodness to the world."

Designed by Hatch Design, San Francisco 

 

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