Agency: busy b
Designer: Melina Constantinides
Copywriter: Sissy Caravia
Food styling photography: Vasileios Aivazoglou
Project Type: Produced, Commercial Work
Client: Olivitrus, Alexandra Nicolitsas
Location: Athens, Greece
Packaging Contents: Seasonal Fruit Juices
Packaging Materials: Plastic bottles
The Brief: Searching for a juice that delivers the taste of our childhood memories and the uncompromised nutritional value of today, the idea for Myrtiful juices was born, stemming from the fresh juicy seasonal fruits harvested from the citrus orchards, with lemon, orange, mandarin and grapefruit trees in the region of Myrtia next to Trichonida Lake, Central Greece.
The Target Consumer: This product is focused to a sophisticated person with multifaceted requirements, demanding a refreshing juice with unparalleled nutritional value, no preservatives, no added sugar, nor other flavour enhancements with a minimum of processing.
The Creative Concept: The entire concept has revolved around childhood memories where-by a parent prepares lovingly a breakfast which includes a freshly squeezed juice. For this reason the format of the label has been created around the childhood simplicity of a hand-drawn fruit image with vivid colourings and contrasts. In this manner, the unprocessed nature of the product is also subliminally conveyed.