Special Group Handpicked by Charlie's for Brand Refresh

Charlie’s, New Zealand’s maker of juices, quenchers, coolers and smoothies has handpicked Special Group’s design team to refresh its iconic brand.

Says Steve Cook, group marketing manager, Better Drinks Company: “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.”

Says Heath Lowe, executive design director, Special Group: “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.

“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.”

Charlie’s was founded in 1999 by Marc Ellis, Stefan Lepionka and Simon Neal, listed on the NZX in 2006 and was acquired by Japanese beverage company Asahi in 2011.