Eager Drinks rebrand challenges industry’s exaggerated health and freshness claims

London-based Ragged Edge was tasked with reflecting the shift in Eager Drinks’ business model of selling its range of eight juice drink products to general consumers, as well as bars. Opting to embrace the truth that Eager’s products are not fresh and that juice is not a health drink, the new, ‘crisp’ design system by Ragged Edge breaks every conventional category code.