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Arthur's Plus!
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Arthur's wanted to introduce "The Plus Line" of premium flavor offerings with added functional benefits at a higher price than their core Smoothie SKUs.
As the Arthur’s brand was yet not fully established, the Plus design needed to reinforce the core brand equities found in Smoothies while maintaining a point-of-difference and supporting a premium positioning. Large blocks of silver combined with oversized wordmarks and graphics depicting exotic flavors visually justify a higher price-point. This strategy creates a noticeable point-of-difference without straying too far from the existing Smoothies design.
As the Arthur’s brand was yet not fully established, the Plus design needed to reinforce the core brand equities found in Smoothies while maintaining a point-of-difference and supporting a premium positioning. Large blocks of silver combined with oversized wordmarks and graphics depicting exotic flavors visually justify a higher price-point. This strategy creates a noticeable point-of-difference without straying too far from the existing Smoothies design.