• Juicies

    Creative Agency: Dow Design Ltd
    Creative Director: Donna McCort
    Lead Designer: Kirsty Harvey
    Account Manager: Michael Statham
    Design Team: Jeannie Burnside
    Artwork/Production: Ben Dean, Carl Dixon
    Photography: Shaun Cato, Jamie Pettigrew
    Project Type: Produced, Commercial Work
    Client: Tasman Bay Food Group Ltd
    Location: Auckland/ New Zealand
    Packaging Contents: Frozen Juice
    Packaging Substrate / Materials: Cardboard, Plastic
    Printing Process: Offset

    Wabi sabi. No, not wasabi. But the ancient Japanese philosophy of appreciating beauty in the naturally imperfect. That was kind of what inspired our complete reinvention of Juicies, a brand that many of us had grown up with in school tuck shops. The trouble was that no one kept buying Juicies after they left school. And we put it down to the fact that no one could see how simple and natural and good Juicies really were. In fact, their ingredient list was far simpler than their competitors’. They may not be the most perfectly shaped, and they may have a funny little wrapper, but those very imperfections are part of what make them so appreciated.

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