Together with dear creative colleagues at Orca Creative, we had the opportunity to help Milne Fruit evolve into a more modern iteration for its brand. Milne’s been around for decades, which is a feather in the company’s cap, but their branding, messaging, voice, and look had sat untouched for a long while. Rather than let a company known for its freshness look unnecessarily stale, we dug in and performed a complete brand audit, brand strategy definition exercise, and ad campaign for both the internal team (with the rallying tagline “Juice box heroes”) and external audiences too (centering on the line “Sunshine-fueled goodness”). The result: a colorfully refreshed brand the company could be proud of—and that clients would be drawn to.