International brand design consultancy LFH has been appointed to reposition and redesign the Nora Juice brand. Nora is owned by Stabburet, the Norwegian food business which is part of the Orkla Group. LFH was appointed on the strength of previous work with Orkla.

The redesign has been undertaken to give Nora Juices a much closer affinity with the rest of the Nora family of products – including smoothies, juice drinks and fruit-flavoured waters. The Nora Juice range contains six different variants including apple, orange and blueberry & grape, and the new positioning communicates that it is the best choice for the family for everyday use. The new design conveys three core values of Nora Juice — naturalness, refreshment and taste whilst simultaneously increasing the feeling of quality.

Philip Esnault of Stabburet says, “The Nora umbrella brand platform is about trust, going back to your roots and back to nature and we wanted the redesigned Nora Juice packaging to align with that whilst achieving a more distinctive positioning in the marketplace. The redesign by LFH will appeal to mums and dads who know that Nora’s more rounded taste will appeal to children whilst giving them all the goodness they expect.”

Stabburet expects the redesigned packaging to boost sales substantially and to double market share by giving it a much broader appeal.

Steve Irvine, Creative Director at LFH says, “The new look is an eye-catching design for a juice that has a flavour which children will love. Under the Nora umbrella brand, Nora Juice now communicates the same brand essence which combines tradition with a sense of ‘back to nature’ and ‘back to your roots’. The new approach achieves the twin objectives of increased shelf stand out plus enhanced differentiation between variants.”