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Les Industries Lassonde (Beverages)
> Colada Juice

The Chinese Adventure: Continued

Rougemont juices, marketed by Les Industries Lassonde, have been a daily fixture in Québec homes for decades. In China, though, where the company has had a presence since the 1990s, the brand is marketed as more of a deluxe item, served in restaurants and on special occasions. Goodhue & Associés, having previously designed several Rougemont product identities for the Asian market, was asked to create the branding for a new line of coconut milk-fruit juice blends.

Marketed under the name Colada, the juices compete in a market segment dominated by a local producer, whose product packaging is designed according to a traditional, sophisticated image. To help Colada stand out on store shelves, our design juxtaposes an explosion of freshness with a beach scene, resulting in a blend of exoticism and relaxation. The concept was initially applied to Rougemont’s classic large-format packaging (750 mL Hypa), then adapted to the smaller drinkable format (250 mL metallized Tetra Prisma). Both are available in three flavours: banana, mango and pineapple. The appeal campaign is now in progress . . . halfway ‘round the world.

 

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