Identica has been appointed by Booost Trading to create the brand identity and packaging design for a new range of fresh organic juices called Pip.

The packaging has been designed to appeal to health-conscious families and the design was finalised on the back of research conducted among Pip's target market.

The 1l plastic bottles feature vibrantly-coloured typography: the word 'Pip' is spelt in bold lower case, with each of the letter shapes revealing background photography of apples.

The range comprises three flavours, which come in 1l bottles – Cloudy Apple, Cloudy Apple with Cherry and Cloudy Apple with Mango. Pip is aimed at families and is positioned as more accessible and priced lower than other organic juice brands.

"We have developed this range in response to consumer requests for an everyday, fresh and organic juice as an alternative to many of the concentrate-filled and non-organic juices on the market," said George Colbin, Pip brand manager.