Elmwood aims to bring Sunny D out of shade with redesign

Elmwood’s redesign focuses on the fruit content and evokes images of Californian surf culture, suggesting a healthy, outdoor lifestyle.

The design emphasises that the drink contains no added sugar or artificial sweeteners.

Sunny D has invested in a new production line to improve freshness and the drink now contains 70% fruit juice with no artificial colours or preservatives.

“Although it has suffered in the past from negative publicity, they have come back with a great refreshed product. Elmwood’s job was to communicate all their hard work on pack, in an engaging and believable way,” said Elmwood account director Sarah Wade.

Sunny D was launched in 1998 and quickly became the UK’s third biggest-selling soft drink. However, it suffered from negative publicity after reports that the drink could turn children orange.

Its original owners, Procter & Gamble, sold the brand, which is now privately owned.

The new design is appearing on shelves this month.

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