A new brand was required for the new line of high-quality cold extraction (“direct squeeze”) juices in the innovative Tetra Prisma package. Launching the new product had to address two challenges: to reach a premium target of discerning consumers, while facing the risk of trial and acceptance attached to a new product and package.
The name and the whole approach was developed around freshness, equilibrium and harmony needed to balance the stressful quotidian life.

The package identity was designed with a twist of noir in order to enhance premium positioning, trying to increase magnetism and visibility on the shelf. The minimalist style of design, with the picture of a single fruit or vegetable, complemented by a touch of aquarelle (which acts also as color 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.

Update: the client decided to launch the package in the Republic of Moldova under the name “Gustos” (tasty).

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