The Life range of fruit juices entered the marketplace two years ago, and have struggled to carve out a presence on the store shelves since day one. Their packaging design followed the expected formula of showing photographs of oversized fruits, bursting open with juiciness and vibrancy. Unfortunately, this art direction blended right in with the sea of competitors. Only two years old, Life Juices made the bold decision to redesign their entire line of packaging. The main goal – a strong shelf presence that would capture the consumer eye.