When The Fave Juice Company launched its three-SKU line of 100% fruit and vegetable juice blends in August 2012, the company knew the bottle could either make or break the business. Fave is the first shelf-stable juice to offer three full servings of vegetables in each 8-ounce glass (most competitors have less than one) with just 60 calories per serving (half the average). Not only did the package need to stand out on crowded juice shelves, but it also had to tell its healthy/low-cal story in three seconds of eye-time or less.

The final package, created by Chicago-based Berlin Packaging (www.berlinpackaging.com) and the re:group creative agency in Ann Arbor, Michigan, did the job so well that the test launch at The Fresh Market’s 125 stores in 25 states tripled Fave’s sales forecasts. The results prompted the company to abandon an additional planned test and proceed immediately to a full rollout.