Food Brand Re-Naming, Brand Purpose and Packaging Design | Coley Porter Bell

Fruit with flaws still tastes awesome. Flawsome!

Brand Guidelines

Brand Purpose


Brand Identity

Packaging Design

Turning a great sustainability idea into a powerful brand

Our client’s idea to create juice from discarded fruit was powerful, but neither its name nor its identity had the impact the idea deserved. We dreamed big and defined a larger brand purpose, and created a name, brand story and punchy brand identity that opened up much broader horizons, including new distribution outlets, for the brand.

4 different flavours of Flawsome juice served in a drink board which has 'Wonky fruit saved' printed on it.
Flawsome - Apple and mango juice in focus whilst a pink and orange background is out of focus.
Flawsome - Apple and chokeberry juice bottle focusing on the ingredients list which contains only apples and chokeberries.
Flawsome - someone dangling a canvas bag in front of their legs.
A lady wearing a pink t-shirt with the caption 'save the rejected'



DBA Design Effectiveness Award Gold
Transform Gold for Best Naming Strategy
Transform Silver for Best Development of a New Brand



Increase in turnover for the year after the rebrand



Projected turnover for the second year following launch



New investors following the rebrand



New wholesalers have signed up to listing the brand

Reduced CO2


Of less carbon emissions – the equivalent of 737 return London – JFK flights