One look at the packaging and you know this is no ordinary juice. The rich, deep colors of such vegetables as carrot, beetroot, spinach, pumpkin, and wheatgrass create a naturally intriguing palette. The robust juices are further enhanced by a shapely crystal-clear bottle that carries only the company’s name in white type. The stopper is an airtight gizmo that is as handsome as it is functional. The overall appearance is one of simplicity and quality—a very elegant package for something as pedestrian as juice. An added benefit is that Wild Bunch encourages bottle recycling by delivering the juice and then picking up the empties. In fact, you can’t purchase the bottles separately.
The branding for the product—both the packaging and the company’s website—was conceived by London-based creative agency SEED, which has done work for such companies as Mercedes-Benz, Glenfiddich, and the Hard Rock Hotel. It proves that even a tiny, single-country enterprise like Wild Bunch can break out of the bunch with a big-company brand image.
Beyond the packaging is the company’s belief that its brand has a real purpose. Wild Bunch sells 100 percent organic juice that is pressed from certified organic vegetables purchased from such places as Australia, New Zealand, Malaysia, and Thailand. At its Pressing Plant on the West Coast of Singapore, Wild Bunch slowly extracts all the goodness from the vegetables, bottles and seals the juice with airtight closures, and delivers it to the Wild Bunch Organic Shot Bar in Singapore or to private customers. This is done within two to three hours of the juice’s pressing.
The brand promise is that 250ML of Wild Bunch’s fresh organic juice is equivalent to eating two medium salads. The company claims that the juice releases the vegetable nutrients into the body immediately, versus the hours it takes for the body to digest the nutrients from vegetables that are eaten.
Wild Bunch adds to its story by delving into the medicinal value of organic juice. The company sells a “1 day detox menu” that includes six bottles of juice, delivered to Singapore locations only. The program is “designed to prepare your body before embarking on a change of diet or lifestyle,” says the company. The juices will “strengthen immunity” and “flush out toxins.” While Wild Bunch makes no direct claims, it also discusses the potential benefits of drinking organic juice in relation to the prevention of cancer. The company provides a “restrictive diet menu” for cancer patients that it can deliver seven days a week.
One part of Wild Bunch’s business is delivering its juices to private customers, including upscale consumers, spas, bars, and restaurants. But the company also maintains an on-the-street brand presence. The Wild Bunch & Co. “Organic Shot Bar” in Holland Village Shopping Mall in Singapore is an intimate location with minimalist design where the consumer can sample shots of such exotic blends as carrot and lemongrass.
The Organic Shot Bar puts the brand in direct competition with other purveyors of organic foods in Singapore. While the market for organics is not large, it is growing at a healthy pace. According to The Straits Times, as of February 2007, Singapore was home to over 40 organic stores, cafes and warehouses. Still, the local competition would be hard pressed to match Wild Bunch in product quality or package design.
Wild Bunch has entered a highly competitive category with a winning formula that translates into success in Singapore, but could it compete on a world stage? Apparently the company is ready to find out. According to its website, Wild Bunch intends to “expand overseas.”
Expansion raises all kinds of questions: How will Wild Bunch deliver its juices fresh, within hours of being pressed, to multiple locations? How will Wild Bunch procure raw products and deal with international regulations for produce? How well will Wild Bunch be able to compete with established multinational producers?
According to a March 2008 report from Global Industry Analysts, Inc., the worldwide market for fruit and vegetable juices will reach 53 billion liters by 2010. Asia-Pacific is predicted to be the fastest growing area. Worldwide competitors include such companies as Cadbury Schweppes, Del Monte, Minute Maid, Nestle, Odwalla, and Welch Foods.
It will be interesting to see if Wild Bunch can squeeze out a place for itself in the organic juice market beyond Singapore.