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From local to low-cal


Agency: 2yolk branding & design
Founding Managing Partner: Emmanouela Bitsaxaki
Founding Creative Partner: George Karayiannis
Graphic Designer: Antonis Margaronis
Copywriter: Despina Sakellaridi
Studio Manager: Alexandra Papaloudi
Account Executive: Eutuxia Skreka
Photoshooting & CGI: Stelios Tzetzias
Location: Greece
Project Type: Produced
Client: Chios Gardens
Product Launch Location: Greece
Packaging Contents: Juice
Packaging Substrate / Materials: Carton

Background
Chios Gardens fruit juices are famous for their delicious flavour and their origin. They are made in a small fruit juice factory in remote Chios, keeping alive the tradition of an island known for its marvelous citrus orchards since medieval times. However, an authentic flavour is no longer the only thing consumers look for in a fruit juice. In response to this, the brand has created a new product range with minimal calories and no added sugar.



Challenge
For the branding of the first truly low-cal fruit juice, with sucralose instead of sugar, the challenge was to balance the traditional visual cues for fruit juices, with educating consumers about a fresh new category that is lighter than they could even imagine. The packaging had to take into account the competitors that will soon appear in shops, and avoid any clichés. They would also need to provide a harmonious complement to the Chios Gardens brand architecture, and stand out from existing product ranges at a single glance.


Result
We have named the new Chios Gardens range “λow”, because it consists of truly low-cal fruit juices, which are made only with excellent Greek fruit. The truly low number of calories in each glass of Chios Gardens λow turn up in pop visuals that enhance the traditionally dull role played by calorie content information. White was selected as the best colour for the light and functional products in the FMCG category, and because it creates a strong colour block for the new brand on the colourful fruit juice shelf.






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