13th May 2012

Launching a 100% Australian owned FMCG brand

War has had the honour of working with P&N Beverages since 2004. Last year half of their business was purchased by an overseas entity and P&N required branding under a new name. The new company has a unique story to be told. They are 100% Australian owned and their products are all manufactured here. The Tru Blu Beverages brand identity has been designed to bring this story to life across all communications touch points from supermarket packaging through to online and environmental graphics. The feedback and results speak for themselves:


‘The new Tru Blu Beverages logo encapsulates the essence of Tru Blu – a 100% Australian owned beverage company whose products are made with heart and soul. And the revamped packaging designs have tremendous shelf impact which can only build on the strong brand equity that Tru Blu has accumulated over the years.’ –Peter Brooks, Managing Director


‘The effectiveness of the Tru Blu logo well illustrates the design capabilities of WAR Design. They understand our business and consistently get it right with savvy, consumer driven design.’ –Charlie Deeb, Sales Director


Sales Results

In Woolworths, Tru Blu 1.25L soft drinks represented a 17.7% share (second only to Kirks). In the launch month of March 2012, Tru Blu 1.25L soft drinks reached an all time high of 27.2% share. This is the highest share ever achieved by a 1.25L flavoured soft drink brand. (Source: Aztec, MAT to 15/04/12, Share in Litres).