A fruitier A for Appelsientje

Appelsientje is leading brand of fruit juice in the Netherlands. Late last month, it introduced a fresh new look, created by Millford Brand Identity.

Appelsientje's distinctive big A logo is a mainstay in Dutch supermarkets and gets only a cosmetic refresh with a cleaner and flatter look. It is however noticeably smaller on the new packaging. Instead, it gives way to "fruity" tree illustrations to highlight the fact that Appelsientje is made from natural fruit.

Previous logo.

The old logo was designed by Design Bridge and introduced in 2015, as covered here at the time.

"The large A has given way to a smaller, sympathetic and accessible version. The leaves stress the natural origin. We want to return to the basics and put the fruit, not the brand, centre stage. Furthermore, some ‘sobering up’ was called for and we said goodbye to the somewhat unnatural looking 3D effects and shiny elements. Consumers are making increasingly conscious choices as to what they eat and drink and expect brands to do the same. It was, therefore, time for Appelsientje to turn the tide. Product intrinsically, by introducing juices with less sugar.

But also by dispelling misperceptions about existing juices. Our job was to create a packaging that draws the attention to the natural quality of Appelsientje again: great fruit juice, without added sugars, colouring agents or preservatives. And most of all, a packaging that makes you happy and that brings back the focus to the pleasure of drinking fruit juice!" Millford

Marketing Tribune