Good Things Come in Little Parcels Like Juicies

by Natalie Mouradian on 06/05/2017 | 3 Minute Read

Editorial photograph

Dow Design Ltd designed the rebranding and packaging for Juicies, a line of natural juices popular in New Zealand. The simplified new look focuses on the wholesome feeling that Juicies embodies.

Editorial photograph

"Wabi sabi.

No, not wasabi. But the ancient Japanese philosophy of appreciating beauty in the naturally imperfect. That was kind of what inspired our complete reinvention of Juicies, a brand that many of us had grown up with in school tuck shops. The trouble was that no one kept buying Juicies after they left school. And we put it down to the fact that no one could see how simple and natural and good Juicies really were. In fact, their ingredient list was far simpler than their competitors’. They may not be the most perfectly shaped, and they may have a funny little wrapper, but those very imperfections are part of what make them so appreciated."

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Designed By: Dow Design LtdClient: Tasman Bay Food Group Ltd Creative Director: Donna McCort Lead Designer: Kirsty Harvey Account Manager: Michael Statham Design Team: Jeannie Burnside Artwork/Production: Ben Dean, Carl Dixon Photography: Shaun Cato, Jamie PettigrewLocation: Auckland, New Zealand

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