A remake of Dabur Indias brand Real Activ 100% Juice. From a square packaging shape did we adapt and upgrade the whole series of designs to the taller and rounder appearance of the new packaging shape.
This is the first round of total nine flavours. Five flavours will later on too follow the same layout.
Launched in the Indian market 2023.
Summery
Client
Art Direction
Photo retourch
10 rounds of changes
My contribution
Concept & Idea, Graphic Design
Art Direction in collaboration with Deborah Morelli
Project Lead and customer contact by Business Lead APAC
My role & The team
Project type
Graphic Design consultant at Tetra Pak
Photoshop
Illustrator
ESKO Studio
Software
Focus area
Graphic Design
Timeline
2 months
Background
“How to adapt the design into the new packaging shape? ”
The sub-brand Real Fruit Active was launched in the APAC cluster in 2020 as the first one with Tetra Pak’s brown Craft packaging material. It made a widespread impact through PR.
In 2021, the second launch took place, this time with a focus on changing the package shape to create shelf differentiation. While all packages had previously been in a square format, the new diamond format stood out.
Challange
“There are no limits to maintaining the current square-shaped design – what’s more important is applying and leveraging the new shape… but it must remain recognizable.”
Not limited to maintain the current design – more important is to aptly leverage Tetra Prisma shelf throw
Design options needs to be compatible across 9 sub ranges within Real Activ brand
Should continue to look international, premium and clutter free
Most important element to be highlighted is “100%” or “HEART HEATLH” or “LOW CALORIE” or “FIBER+”
As per category code in India, the pack should visually communicate the different fruits & veggies used as ingredients
The result
Adaptions made
Recognition
Square format at the front, well visible. For customers to find the design on the shelf that they recognize.
Difference
The category of FRUIT+VEGGIE has changed places, highlighted with another color. This is because the whole range of the sub-brand has 3 different categories that needed their own color code.
Future range
Only four designs made in the round, five more will be made in the next round. Here is the whole future range with focus of color coding, sub-category coding and cap color aviability.