Consum wanted to renew the identity of the refrigerated juice section. The idea was to create a range with a unified visual identity, focusing on the main ingredient and emphasizing the naturalness of the product.
Through art direction, we established a visual hierarchy between the product, imagery, and typography. This way, the consumer sees the content first, perceiving it as fresh, natural, and freshly squeezed. Then they associate it with the main image to understand the variety. Finally, they read the description for complete comprehension.
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