– Help BluePrintCleanse
launch a new retail juice offering featuring individual 16oz bottles of
fresh-pressed juice. To this point, BPC had only offered juice direct
to consumers (via home delivery and pick-up) as part of their
best-selling cleanse programs.
– The challenge was to clearly differentiate
individual juices from the cleanse but keep it strongly associated with
the well-loved brand. D&C worked with BPC to develop and design
“BluePrintJuice”, a flexible family of perennial and seasonal offerings.
Special care was taken with copywriting to explain the many benefits of
fresh-pressed juice in general and of each specific flavor at point of
– Limited 2011 launch was extremely successful, and BluePrintJuice
is growing rapidly.