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shem profile
Firstname/Profession
Shem
Design Director / Art Director
12 Plus years Experience
Auckland
961

Represented: 23/02/22

McCoy Plus Line Extension

About Project

McCoy wanted to extend their range beyond juice and coconut water, into the functional beverage space.

A benefit-led – Vitality / Immunity / Balance – sub-brand was developed to differentiate from our core range on-shelf. The brand’s key distinctive assets were retained, while introducing chilled-category semiotics, to position McCoy PLUS above their competitor’s ambient offerings.


Industries

Food & Beverage


Specialties

Concepting, Design Direction, Packaging


Client

Frucor Suntory


Credit

Agency: Redcactus Design

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Creative. Digital. Marketing. Recruitment.