Client: Naked Juice
Scope: Logo Design, Packaging Design
Project type: Teamwork
Year: 2020
Naked Juice has been a popular juice brand in Denmark for many years, but with changing consumer preferences, the brand needs a refresh to appeal to a younger audience. What started as a group project during an AP at KEA, is now an individual project shown below. Before designing a new identity, it was curial to research the current visual identity, its target audience, and the market direction.
To appeal to a younger audience, the brand needs to emphasise the natural and healthy ingredients, while also incorporating a playful and vibrant tone. The refined identity needs to be rooted in the brand’s current visual identity while reflecting the updated target audience focus. The new logo includes a customised leaf from its original logo, while the color palette introduces new vibrant colors. Three packaging designs we delivered are in line with the current trend of digital illustrations on printed media.
