Eager rebrands with no-frills challenger packagingBP&O · Jan 10, 2023
Richard Baird reviews Ragged Edge's rebrand for fruit juice brand Eager, which recasts the stripped-back visual language of UK supermarket value lines as a confident challenger-brand identity. The system uses two colours, bold colour blocking, P22 Mackinac, matter-of-fact labelling and repeated product names across packaging and digital touchpoints, supported by an oppositional tone of voice.