Bolthouse Farms recently launched 1915 — an ultra-premium, cold-pressed, organic juice line.
In a time when consumers seek products with clean, short ingredient lists, 1915 offers unique flavor combinations such as Carrot with apple, lemon, ginger and coriander, and Beet with carrot, orange and lemon.
1915 — which takes its name from the first year that the Bolthouse family began their commercial farm operation — was one of those rare projects that I was involved in from the very beginning, back when the recipes were first being developed. And from my first taste test, I knew this product was going to be special.
Initially tasked with creating a corporate identity, we went on to produce a full 360 campaign, developing all branded assets (site, POS, Print, OOH, social, etc.)
In staying true to the essence of the product, I took an essentialist approach to creating the tone of voice and brand personality… having all messaging focus on what’s essential — the perfect amount of the things that matter, while eliminating the things that don’t.
The line launched in May 2015 in major national retailers including Target and Walmart.