Brand Strategy
2021
Creative Director - Luke Woodhouse
Senior Designer - Priyjah Paramasivam
Copy Director - Dante Sacamoni
Press:
Brand New
Creative Boom
BP&O
Creative Review
DA&D
Eager is a drinks company in the UK known among bartenders for its shelf-stable lineup of juices for mixing. The company’s founder, Ed, tasked us with transforming Eager into the country’s first D2C bulk juice brand.
Looking around the juice category, we couldn’t help but notice how many micro-innovations were presenting drinkers with overwhelming choice, fragmenting our shared drinking experiences. The latest wave of category entrants weren’t crowd-pleasers designed for serving and sharing with others, but were increasingly designed for very specific types of people and use cases. This trend felt deeply at odds with the simple comfort and familiarity of drinking juice in your home.
So, we did something counterintuitive: we made Eager a beacon of anti-innovation. By drawing on the ordinary vibes of single-ingredient juices, we turned Eager into a normcore drinks brand, captured in the brand idea Defiantly Normal.
Although Eager’s initial plan was to join the chorus and expand into blended juices and novel flavors, we advised Ed to stick to his simple lineup originally designed for bartenders, providing a unique storytelling advantage for the brand and cementing Eager as the go-to for simple, comforting juice.