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shem design director profile
Firstname/Profession
Shem
Design Director
12 Plus years Experience
Auckland, Wellington, Christchurch
1920

Represented: 20/01/20

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

Grocery


Specialties

Brand Identity, Creative Direction, Packaging


Client

Frucor Suntory / McCoy


Credit

Agency: Redcactus Design

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Creative. Digital. Marketing. Recruitment.

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