Shaking Up The Juice Industry With Ragged Edge's Rebrand For Eager

Previously marketed as a brand for bartenders, Eager is a juice brand with a knack for wit. The brand recently shifted gears and wanted to be available for consumers to purchase. Working with Ragged Edge, the refreshed packaging system flips the juice category on its head. Instead of focusing on false claims and cliche, oversized fruit imagery, the refreshed packaging taps into bright colors, warm typography, and sizes that can be shared or treasured alone. The design is simple yet dramatic, making for packaging that will surely charm consumers.

Eager is challenging the juice industry’s exaggerated health and freshness claims with its refreshingly honest rebrand by Ragged Edge, taking it from a mixer loved by bartenders to a juice for everybody. 

Defying all category norms, Eager's new brand embraces simple flavours and uncomfortable truths: fruit juice is not a health drink, and it doesn't need to be refrigerated.

Eager has been a favourite across the drinks trade for over a decade, with bartenders and bar owners alike appreciating the eight simple, delicious flavours that don’t need to be stored or shipped in refrigerated containers. The brand approached Ragged Edge to help them launch to consumers, a huge shift in Eager’s business model.

“Juice isn’t as innocent as it seems” says Max Ottignon, co-founder of Ragged Edge. “The category is littered with false claims and unearned hype. But Eager know that cold isn’t fresh, and juice isn’t a health drink. So to get noticed in a noisy, saturated market, we did what no-one else dared. We told the truth, and we embraced the ordinary.”

The brand breaks every category code. There are no misleading health claims, and no images of fruit on the packaging. Instead, the new Eager identity is defiantly honest. A pleasingly crisp design system. A website that avoids an immersive experience in favour of making it easy to buy juice. And a tone of voice that’s not scared to have some fun at the category’s expense. An extra ordinary brand for a perfectly normal fruit juice.

“The rebrand provides Eager Drinks with the tools to change people’s purchasing behaviours, as we enter the busy direct to consumer market,” says Eager Drinks founder Ed Rigg. “These aren’t trivial issues to tackle: we shouldn’t be wasting electricity on refrigerating products that don’t need it. The brand Ragged Edge has created takes these issues seriously but with an aesthetic appeal and a disarmingly upfront attitude. People want to do the right thing and enjoy their drinks – and with our brand they can.”