McCoy Plus Line Extension
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.
Food & Beverage
Concepting, Design Direction, Packaging
Agency: Redcactus Design