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How the Explosive Interest in Organic Gardening Could Help Change the System

(Photo courtesy of StartOrganic)

More people growing their own organic food may spur them to defend organic agriculture.

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With gratitude,

Max Goldberg, Founder

Behind the Rebrand with Suja Organic

Behind the Rebrand with Suja Organic


3 Questions with Greg Rose, Chief Marketing Officer at Suja Organic

What were you hoping to accomplish with the rebrand?
Our primary goals were (1) to reflect the care we put into the product with a clean and premium look, and (2) to make it easier for our consumers to shop across flavors and quickly identify their favorite.

This design update was more of an evolution, not a revolution, and we didn’t want to engage any differently with our consumers today beyond making it easier to shop.

Can you discuss the key visual and verbal elements?
First, we updated our logo to ensure Suja Organic is the consistent logo lock-up across all products, as everything we make is organic. Then, each line has a specific focus.

For example, in our Cold Pressed Juice line, we highlighted the flavor name and top 4-5 ingredients front and center in the “window” element to draw their eye there first, and then included any additional ingredients below. Breaking up the list this way will help consumers more easily navigate the flavor blends.

For our Shots line and new Elevated Nutrients juice line, we focused the central element more on the function and then included a few ingredients for flavor cues.

What were the key challenges that you faced along the way?
Our biggest challenge came a few months in where we went into research with two potential directions that took a bigger departure from where we are today, and candidly, they both fell flat and weren’t achieving our goals. So, we pivoted, and our branding agency Moxie Sozo pretty quickly developed the new design.

The research response from this new direction was really positive. It’s tough to hear the feedback at times, and it’s impossible to please everyone, but we were in alignment on the front-end that the voice that matters most is the consumer, particularly fans of Suja. This helped guide us to an end-result we’re excited to get into the marketplace!

This Week's News Items

Weekly News Summaries

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This Week's Linked Articles: 11 items
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  • ‘WWOOFing’ during Covid-19: A Risk Some U.S. …
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  • Chinese Organic Food Distributor sets …

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This Week's Quick Hits: 10 items
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