Although their product portfolio had grown over the years, Aroha Drinks had a problem. Feedback from trade was that the brand hierarchy was confusing and variant differentiation was weak. Marx Design was approached by Aroha to address the communication issues while embracing the home-spun D.I.Y essence of the brand as this was seen as a big part of the charm. We corrected the brand language and dialled up the juice cues by crafting handmade typography & water colour illustrations. 95% of all artwork on pack was hand drawn to enhance the artisan nature of the product.