Meet Special Group’s new squeeze; Charlies

Special Group has been chosen by Charlies, the iconic New Zealand juice maker, to refresh the brand for the modern market.

Charlie’s has been delivering some of the best local juices to market for 21 years, and now has chosen Special Group to refresh the brand.

Group marketing manager for Charlies, Steve Cook, says the groups portfolio was a big driver in their decision to choose the Auckland creative agency.

“We chose Special Group because of their ability to tie strategic thinking and design together, as well as their outstanding design work on other brands.”

“These days Charlie’s is seen as a big player in the juice category both here and in Australia, but inside they still operate in their original unpretentious way, calling it as they see it, and doing what I call ‘squeezing the truth out of juice’ for the past 21 years”, says Special executive design director / partner Heath Lowe.

“Some of our best-known design work is with sub-culture defining companies like Karma Cola, and the more mainstream maverick brand Ecostore. This makes us a great fit for the category-defining attitude and personality of Charlie’s.”

“We are really looking forward to working on the brand’s strategy, identity and packaging design, and relaunch – refreshing their story with New Zealanders and their fast-growing Australian market.”

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