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GoodBelly had distinguished itself from other natural fruit juices, but the brand’s marketing team felt ready for wider distribution. To appeal to the masses, the company hired health-focused advertising agency LRXD to design new cartons. Shoppers had always responded positively to GoodBelly’s packaging, which conveyed it as a functional product. However, the research team found a hitch: most consumers couldn’t identify GoodBelly as a juice. It needed to boost its flavor appeal. The company decided to play down the biology lesson and focus on taste. Also, different sizes of GoodBelly can be found in different store sections, so packaging needed to look consistent. LRXD maintained the package’s black background and replaced small, static pictures of produce with cornucopias of fruits and vegetables that appear to burst off the boxes. The redesign simplified the message and made it consistent. Packages also carry the new tagline: “Drink daily for healthy digestion.” While GoodBelly cartons still inform shoppers that its drink has probiotic benefits, the functional message is de-emphasized to let the flavor appeal shine through.

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