The briefing: "We are launching a new enzyme rich, fruit flavored drink and we need a packaging that will convey feelings of comfort and ease."
The target consumer: Middle to high income people in their twenties. Consumers with some knowledge of enzyme benefits, concern for their bodies and dietary habits.
The design: Our client specified the product as "drinkable yoga". We remained faithful to that description looking for the kind of illustration that would carry the message most fluidly. Our yoga inspired characters are human-fruit playful hybrids restricted to elegant curvy lines and natural colors so that taste, serenity and body-mind health can be evoked in a natural, unpretentious way. The two fruit-plant combinations (noni and elderflower/ rose, pomegranate and blueberry) are apparent within each character's features while the rest of the packaging is kept white with balanced typography for all relevant information. This is a packaging which focuses on the effective and smooth cooperation of different design elements in order to suggest peace of mind, balance of body and an innocent, youthful mood.