A PREMIUM JUICE PACKAGE DESIGN
Brand Situation
Orhei-Vit SA is the leader of the natural juice and nectar market in the Republic of Moldavia. After the succesful work/job on revitalizing VITA brand, Orhei-Vit commisioned again Brandient to create a new packaging design, for a new line of high-quality cold extraction (“direct squeeze”) juices in innovative Tetra Prisma package.
Brandient’s Approach & Solutions
Launching the new product has had to address two main problems. In the first place, there is a risk of trial and acceptance from consumers when faced with an innovative package. Secondly, the product must reach a premium target of discerning consumers. In order to achieve the business objectives with minimum of risk and expenses, the package identity must be outstanding.
The name and concept of ZEN has been chosen to inspire the identity and the whole approach was developed around freshness, equilibrium and harmony needed to balance the stressful quotidian life.
The package identity was designed with all these requirements in mind and with a twist of noir in order to enhance premium positioning, trying to increase magnetism and visibility on the shelf.
The choice of a minimalist style of design, with the picture of a single fruit/vegetable, complemented by a touch of aquarelle (which act also as colour coding), is able to sustain the pure Zen atmosphere. The entire feeling is of natural, precious, relaxing while the relationship with the product must be something intimate and desirable. Drinking ZEN “direct squeeze” juice becomes a statement about status and a different way to see life and personal needs. Graphic design by Cristian Petre, Partner Brandient.
___
Update: the client decided to launch the package in the Republic of Moldova under the name “Gustos” (tasty).
