Brand & Packaging Art DirectionJuicy Fruit by RJN
This is a Strange Animals project. I contributed to brand development, art direction and design, working with designer Sara Morrison.
Bright, bubbly and dare I say - juicy - packaging designs for supermarket fruit products.
We worked with RJN to produce a series of refreshes and new product packaging for their suite of frozen and fresh fruit products (grapes, blueberries and strawberries). Working alongside designer Sara Morrison I contributed to and directed concepts, moodboards and finished packaging designs for several briefs.
For Juicy Fruits by RJN - their new fresh fruit packaging - the client provided us a a set of inspiration which we reviewed and discussed with them. We identified several different potential avenues within that spectrum and developed 3 refined directions as moodboards, adding our our own ideas to the mix.
The end result was a set of multi-coloured packaging for each variation that emphasised a bold, wavy typeface to give the new brand impact on the shelves. We also incorporated icon sets tied to the names of the varieties of grape for a unique and fun brand motif. An effective strategy that incorporated the client’s goals and appealed to their audience.
The Juicy Fruit packaging had to appear across multiple (and quite different) packaging types. We planned and executed the brand and visual aesthetic to work across these multiple orientations while still taking advantage of the unique motifs and styling we developed. It was important from the outset that we could execute the brand in these different and interesting ways.
Additional work for RJN included refreshed packaging for their generic frozen fruit selection in which we employed some whimsical illustrated patterns to give the set a distinct, friendly feel amongst competitors.
