The label design features a simple & honest typographic approach that cleverly conveys the Charlie's 'larrikin' brand personality whilst staying true to the classic lemonade style of the drink.
Charlie’s brand logo in a lemon shape was a brave & unexpected design that also cleverly communicated the lemonade style of the Quenchers drinks range.
Taglines on the label designs were created to communicate that Charlie’s only ever use pure, fresh juice - never from concentrate - nothing added just good old fashioned juices with a whole lot of personality.
On these designs we brought back the original scooterman illustration from the first label design in 1999. The illustration represents the brand's honest roots - when 3 kiwi blokes started out by juicing oranges by hand & sampling the juice in supermarkets.