What was the challenge for Newton’s?

Newton’s appl fizzics is a natural sparkling apple juice drink that blends apple juice with lightly sparkling water. The brand’s playful nod to Sir Isaac Newton’s iconic apple discovery is central to its identity, making creativity and clever storytelling essential to its design.

Our challenge was to create a design that celebrated this unique brand proposition while delivering strong shelf presence. The pack needed to balance a premium, crafted feel with a light-hearted sense of fun, appealing to both quality-conscious consumers and those seeking a refreshing alternative to sugary soft drinks.

What we did

We developed a clean, cheerful design that pays homage to Newton’s famous discovery. The Newton’s logotype integrates the ‘t’ into the shimmering foil leaves above, cleverly linking it to the tree brandmark that symbolises Newton’s creative inspiration. This subtle yet effective detail ties the visual identity back to the brand’s core story.

To reflect the drink’s natural credentials, we used a tactile paper substrate that evokes craft and authenticity. A scripted typeface adds a sense of refinement, enhancing the premium look and feel while still feeling accessible.

Entirely natural and free from artificial ingredients, preservatives, or added sugar, Newton’s appl fizzics contains 40% less sugar than regular apple juice. The design embraces this with a gravity-referencing ‘fizzics’ pun and the deliberate removal of the ‘e’ in ‘appl’ to highlight the drink’s absence of E numbers, blending cleverness with clarity to create a pack that feels fresh, memorable, and intelligent.

Results

The Newton’s appl fizzics design successfully captures the essence of the brand. The creative balance of science and craft, combined with premium finishes and clever storytelling, ensured strong shelf standout. The new look has helped Newton’s appl fizzics attract attention from high-end retailers like Harrods, as well as an expanding network of bars, restaurants and cafés.

The result is a design that not only reflects Newton’s unique brand story but also reinforces its position as a sophisticated, natural alternative in the soft drinks market.