Tree Top 18pt purchase intent gain over category leaders leads to increased distribution.

Tree Top, a trusted name in juice, partnered with SmashBrand to develop packaging for its new Fruit + Water beverage line. Our challenge was to create a design that would resonate with both parents seeking healthier options and children in a competitive category. Using our data-driven approach, we conducted extensive consumer testing to identify key purchase drivers, optimize messaging hierarchy, and refine visual elements.

The resulting packaging design strategically balanced parental concerns with kid appeal, driving impressive results. Our iterative testing process validated that the new Tree Top Fruit + Water packaging outperformed category leaders, achieving an 18-point increase in purchase intent over Capri Sun and a 22% boost in preference compared to Honest Kids. By effectively communicating key health benefits while maintaining visual appeal for children, we positioned Tree Top to capitalize on the growing demand for better-for-you kids’ beverages and drive category growth.