17.5 Juice

by Theresa Christine Johnson on 04/25/2016 | 2 Minute Read

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Nongfu Spring needed packaging for their apple and orange juices, basing it off of the product’s name: 17.5. Athens based agency mousegraphics designed 17.5 to show off the juices in a slender and modern design.

“17.5 is used to describe the ideal RSS (Ratio of Sweet and Sour) in our client's orange and apple juices. We used a simple, bold, equal-width typography in order to better imprint and aesthetically 'stabilize' in the mind of the viewer the product name 17.5 as chosen by the company. The ideal balance conveyed by the RSS ratio pronounced with this number is extended to the balance of letters and the overall form. The semi circle at its end 'visualizes' the 0.5 part of this numeric index. If the name 17.5 is triggering consumers' curiosity through abstraction and toward easy recollection, the design attempts to reinforce the process with the body and weight of a dominating logo. Clear pet material is used for the container so that the natural juice color serves as the backdrop of the product name.”

Editorial photograph

The tall, sleek bottle gives 17.5 a contemporary edge, allowing it stand out against the competition. 17.5’s brand name is written in a way that makes it more than just a label, but actually an imperative part of the design. The semicircle at the end also resembles a sun rising on the horizon, perfect for juices that are often the perfect pairing with breakfast.

Editorial photograph

Designed by: mousegraphics

Country: Greece

City: Athens

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