Juice Plus+, a global health and wellness company, is announcing its biggest rebrand since Juice Plus+ was launched in 1993. As it hopes to share its mission - Inspire Healthy Living Around the World - with more people, the decision to rebrand represents adapting to the constantly changing world. Juice Plus+ has set its sights on becoming the #1 global direct sales company in plant-based nutrition.
The global wellness industry is one of the fastest-growing industries, currently valued at $4.4 trillion USD. With the ambition of making healthy living easier, Juice Plus+ is thriving with new product development and innovation. With last year’s launch of Juice Plus+ Perform, a protein-based performance shake, and the introduction of new products this year, they are well on their way to attracting a younger, more diverse demographic and entering new markets.
What’s included in the rebrand?
Embracing nature’s colours: Juice Plus+ has new visual identity; a new logo and rebranded packaging on all products with updated colours, photography, and fonts, all of which reflect the science and goodness behind the brand. With a brighter colour palette, Juice Plus+ is also embracing the colours that can be found in nature: fruits, vegetables, berries, that go into the clinically researched products. Through a modern and digitally driven approach to lifestyle, Juice Plus+ has updated photography of the products to symbolize the joy and connections found in the Juice Plus+ community.
A tone of voice to match the premium products: Juice Plus+ has developed a new brand tone of voice, which is more bold, modern and in line with the premium nature of the product. It will also be re-launching its social accounts as part of the rebrand, expecting to reach more Customers and Partners while continuing to inspire and educate existing brand fans.
New ‘Essential’ product name: Another noticeable change comes with a new name for the capsules, Juice Plus+ Essentials. Inspired by the brand’s decision to tie together its foundational products, the name represents Juice Plus+ continuous efforts in helping families bridge the daily gap in their nutrition for the last three decades.
Supercharging existing products: In terms of the formula, Juice Plus+ is always looking for ways to improve its products that already contain over 30 fruits, vegetables and berries. So, acerola cherry — one of the best natural sources of high-quality Vitamin C — will become the sole source of Vitamin C in the Fruit, Vegetable, and Berry Blend capsules upon the introduction of the new packaging.
Sasha Laman, vice president of global marketing at Juice Plus+, said, “The competitive environment has changed so it’s time to reintroduce Juice Plus+ to the world. We want people to know we are here and in fact, we’ve been here, innovating, for almost 30 years. We’ve always taken advantage of the latest advancements in plant-based nutrition and look for ways to bring our products as close to nature as possible. We want a brand that is beautiful enough to earn a spot in your kitchen or bathroom. It’s not just a new logo, it’s a complete refresh of our visual identity. We are so excited to inspire healthy living around the world, with the new Juice Plus+ brand.”
The new brand was created with San Francisco based branding and design agency, Hatch Design.
Nicole Flores, executive creative director, Hatch Design said, “Our objective was to give Juice Plus+ more Instagram and lifestyle cache by modernizing the existing equities to better connect with young millennial consumers, while staying relevant to existing consumers. High quality fruits and veggies are at the core of Juice Plus+, so we wanted to hero the ingredients in an iconic way by creating eye-catching photographic stacks to tell our unique blend stories. Just like our product, we start with a strong base and built upward to emote the full picture of health. We paired that with a new logo that maintains the mix of weights that exists in the logo today, while bringing the scientific precision of our products forward. The end result is a portfolio of products that are both counter worthy and Instagram ready.”
Juice Plus+ is a brand with an inspiring community
Juice Plus+ strives to maintain a strong connection with its Sales Partners and Customers. It currently has about 200,000+ Partners across 26+ markets globally who utilize the business opportunity earn income by selling to friends and family or for some, an opportunity to share products with a much wider customer base.
Family Farmers and scientifically researched products
Having partnered with family farmers for over 30 years, Juice Plus+ is committed to providing customers with the highest-quality nutrients, made from simple, real ingredients. Due to the 20+ years of clinical research, and 45 peer-reviewed scientific research journals, Juice Plus+ is a brand that customers can trust.
A CEO who is an expert in plant-based nutrition
The company announced its first female CEO, Stuart Kronauge, in March 2021. She joined from plant-based nutrition brand, Beyond Meat, following a 20+ year career at Coca Cola.
