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Designer: Arthur van Hamersveld (art director)
Additional Credits: Steven de Cleen (concept)
Client: Schulp Vruchtensappen
Country: The Netherlands
Based on the growing interest in healthy foods, Schulp asked PROUDdesign to develop a design concept for their 100% pure and organic fruit and vegetable juices. So far these juices were integrated in the general fruit juice range, and as such not distinctive enough to attract attention. The design concept should clearly reflect the healing strength of nature thanks to 100% pure, organic juices.
Made to support your health
We created ‘Eerst Hulp Van Schulp’ (literally: first aid from Schulp). So you instantly recognize that these juices are here to support your health.
Simple, strong photography of the fruits and vegetables are covered by a strong, iconic graphic health symbol, the cross. The variant names are all in red, using a stencil/crate letter with their Latin, scientific names underneath. The matte paper labels on the bottles are black for strong contrast with the photography and to blend in with the dark juices. The red cap is there to signal ‘watch out’.
A custome ball would be the best way to describe the new Eroski juices. A complete range, where it fruit plays a role. A characterful design for which we used one statement colour to make the product stand out on the shelves, creating a unique image for each product.
Designer: Craig Pinto
Country: United States
North is a fake brand that was put together under a simple (yet rather difficult) concept— positive and negative messaging. I wanted to tie a brand to an emotion, or crave. Similar to same feeling you get when curling up to a good TV show and having the sudden urge to eat popcorn. Or when you watch a movie where wind slightly nips the snow off the tip of an icy mountain (hint: like in “The Lord Of The Rings”), you suddenly feel cold inside.
With some research I found that Denmark is one of the happiest places on Earth. This bit of information was a great place for me to start. Everyone wants to be happy, and everybody wants to find a way to obtain it. An Addiction to Happiness was the tagline that came to mind when exploring these options. It uses the positive and negative initial concept, but brings everything together with a single phrase. Incorporating different variations to the tagline helped make it more human. For example, I used words like coziness, and warmth for the tagline. The variation of using these words makes the brand relateable to everyone.
With the development of the visuals, I tried to keep everything “Danish”. That includes (at least to me) wood textures, soft whites, light blues, maybe some reflective silvers to accentuate the elegance of the people. I wanted to make this brand feel cold, but inviting. I wanted the animations on the website to feel smooth and comforting. Most importantly the visuals show almost no reference to coffee. The photography and design tries to bring awareness to an emotion, rather than a product. The North Kaffe brand is a feeling you get before drinking coffee, rather than an actual cup of coffee.
Agency: Marx Design
Country: New Zealand
Marx Design was asked to create a new Coconut Collective brand that would work across a range of coconut-based products including waters, milks and cooking oils. First up was the organic King Coconut Water, a 330ml Tetra Pak available in original and flavoured variants.
Organic King Coconut Water is sourced from the famed coconut triangle of Sri Lanka, home to the golden thambili (king coconut) - the only coconut harvested specifically for drinking and chosen for its electrolyte content and natural sweetness.
Our design draws inspiration from the country of Sri Lanka. The colour palette references the saturated tropical hues of Sri Lanka's markets, textiles and architecture. The scuffed illustrations and textures are inspired by the misaligned printing style found on classic banana stickers and boxes. The end result feels authentically Sri Lankan: charming, vibrant and playful.
Agency: Creative DNA
Designer: Martynas Vežbickas
It's coffee in three different packs. Each contains pure Robusta roasted whole beans. Taste comes with smooth, pure and sweet. To reflect this variety, each pack has characteristic image of archaic basket, nowday's pot and of course espresso pot. Company's brand "Morning Fuel" is displayed as oil digging machine - the way to addict workaholic customer segmentation.
Creative Director: Colin Downing
Designer: Natasha Alimova
Client: Bundy Juice
Country: New Zealand
Bundy Juice is an Australian juice company producing a range of premium fruit juices and fruit drinks and is based in Bunderburg Australia – a township made famous by Bundy Rum and Bunderberg Ginger Beer. Bundy Juice hadn’t done any packaging changes for over 10 years and needed to reinvent themselves. They appointed Redfire a strategic branding and packaging agency based at the bottom of the world - New Zealand to review the entire brand and packaging and wanted something fresh and fun with stand out. After a lot of research, concepting and crafting, Redfire is proud to present the newly revitalized Bundy Juice packaging refresh.
The old Bundy Juice package design was outdated and lacked consistency and shelf presence on shelf. The juice and beverage category is getting edgier in Australia and Redfire wanted to convey all the brand cues that made Bundy Juice “Bundylicious”. We were after a unique look and feel that could use subtleties to differentiate the premium juice range from the drinks range and yet be unmistakable Bundy. We developed hand crafted elements and use styled art direction to really add the appetite appeal so necessary for any beverage packaging.
The revitalized packaging has been in the market for 2 months now and as they say, “the proof is in the pudding”. Sales growth has rocketed and nationwide distribution grown significantly. Happy Clients, Happy Agency!
Agency: Design Happy
Designer: Jon Plumb / Will Jones / Richard Bray
Country: United Kingdom
Design Happy has created the new Packaging & Branding for Mooch Chocolate Milk.
We were approached by Navson (Brand owners of Saka Water) to design the Brand Identity, Packaging, Point of Sale and Social Media for Mooch Chocolate Milk. The brand is aimed primarily at the younger market and gatekeeper mums as the milk contains less than 1% fat with no artificial colours or sugars. In 2012, Mooch was awarded a Schools Compliant Endorsement from the Children’s Good Trust, meaning it can be sold in School canteens and vending machines within government health guidelines.
The main challenge with Mooch was to communicate it’s nutritional benefits to the more health conscious shopper as they seek an alternative to sugary drinks, all without alienating the existing milk drinks market. The new design intentionally does not follow the normal health drink cues, enabling us to retain the fun and childish nature of the design with the bright colours and the new milk splat logo incorporating Mooch the cow. The updated health claims added to the packaging and point of sale reinforce the nutritional benefits of the drink.
The supporting Point of Sale and Advertising is reminiscent of the collages we all created as kids using paper and glue which helps to create a dynamic and fun world to not only communicate the playfulness of the brand, but it lets us have fun designing it at the same time…
The new delicious range includes Original, Marshmallow and Cookie and are available in stores nationwide in the U.K.
Agency: Studio Duel
Country: The Netherlands
Our studio combines meaningful stories and bright ideas with good coffee. And that's something we would like to share! Together with the guys from TroPa Café we've developed our own Duelicious Coffee Blend. The coffee beans come from three sustainable plantations and are roasted fresh and local, here at the Binckhorst in The Hague. It's an open invitation for everyone in search of an inspiring conversation with good hot drinks. Let's meet over coffee!
Duelicious is a label by studio Duel in which genuine taste and a passion for design are blended together.
Agency: Mayday London
Country: United Kingdom
Mayday London has today unveiled beautiful new packaging designs to launch a range of handpicked artisan teas from Africa, called ONE ACRE for independent drinks specialist CAFÉDIRECT.
Mayday London were responsible for the packaging design for One Acre, which reflects the individual small tea gardens in Africa where these artisan teas have been grown for generations, on land no bigger than one acre.Using a fresh, bold colour palette, the designs feature intricate, hand-drawn illustrations by Kate Forester and beautifully crafted product stories that tell the story of each particular variant, from the small holding where the leaf is grown to the delicate taste of the freshly brewed cuppa. 'With One Acre we have chosen to emphasise the small producer provenance with a direct and memorable name and carefully crafted copy. The beautiful illustrations used provide a narrative for the growers’ stories, that is set against the natural landscapes of the teagardens and reflects the care and craftsmanship involved in producing these exceptional teas.’
Designer: Nenad Dosen
Client: CassarCamilleri Ltd., Malta
Country: Bosnia and Herzegovina
Fontana is one of the long standing Maltese brands that’s being trusted for more than 20 years. CassarCamilleri, company that’s owner of Fontana brand, was aware that market is overwhelmed with bottled natural mineral waters as well as pure table waters that are slowly taking over tired Fontana brand. Decision was to completely revitalise Fontana brand and make complete makeover. We have refreshed Fontana identity, making it stronger and more vibrant. Glass and PET packaging range was completely redesigned. We also introduced lower preform weight for PET range in order to reduce annual consumption of raw PET materials and saving energy required during production process.
Designer: Luca Calizzano
Client: Amè Miele
Labels for Amè honey. The word Amè in Piedmontese dialect means honey and in Italian language means “to me”. The packaging is played on simplicity and transparency, honey is the absolute protagonist.
Designer: Tiago Pinto
Country: The Netherlands
In order for costumers to enjoy coffee at its best, it must be brewed and served at a high temperature. On the other hand consumer research reveals that people often prefer to wait for their beverage to cool down before sipping, to avoid the risk of scald burns.
How can design play a central role in such matter, improving the consumer’s experience?
Going straight to the key element between the consumer and the coffee itself: the coffee cup. Creating a coffee cup that warns you to be extra careful when taking a sip, when your coffee is most likely still too hot for you. The coffee cup changes its design due to the use of a temperature sensitive paint that is ‘triggered’ by temperatures above 70°c.
When the coffee cools down the iconic DD cup is revealed. Good morning! Enjoy your coffee.
Designer: Pradnya Phadke
An institute dedicated to promote Bio Farming and to help the agriculturists connected to this cause. People at Oorvi support farmers, especially from the region of Ratnagiri, to get their produce to the consumer without a middle-man or distributor. This helps the farmers to get higher profits to invest in further bio harvest.
A branding and communication that reaches out to the niche target audience. In the metropolis of Maharashtra, very few people are aware and concerned with bio products. Mainly because in the industry driven by low prices, fresh bio produce is a premium item.
We narrowed down on the target audience as upper middle class young couples. Living in metros, well travelled and connected to friends and family across the globe. They are the ones Oorvi needed to attract. Hence the tone of the entire identity is minimalistic matching with the trend of the time. The design is without any frills, focused. The word Oorvi mean Earth is Sanskit and Marathi (regional language of Maharashtra). Inspired by earth; simple, round, green icons represent every category of the products. These then are used as buttons on the site and pattern on the packaging, which is aimed to cause minimum waste. Just simple stickers in different sizes that can be applied directly on big fruits, newspaper bags or glass jars. After all, bio farming is also about causing minimum harm to the mother nature!