Brasil Citrus, an orange juice producer and supplier for many different brands in the market, has detected the opportunity to join the market with a new brand of WHOLE JUICES.
In a yet confused segment, where the distinction between whole juice, natural juice, nectar and refreshment is not clear, it was important for the brand to come with a highlighted positioning of 100% natural and whole, translated from the concept and name, both developed by IK Ideas, up to the visual expression of its brand and packaging, developed by CBA B+G.
The visual solution able to translate the transparency of a natural, whole and quality product came through a clean structure, a simple, objective and modern language, avoiding clichés from the category and catching the consumers’ attention at the shelf. Through a minimalist logo, the goal was to transmit visually the trueness and authenticity of the products. Aiming to show that they are made only with fruit, each product presents on its name the amount of fruits in its composition. For each variety flavor was adopted strong colors and personalized patterns, besides the appetite appeal that represents very realistically the freshness of the fruits.