CLIENT: BEBA RIO
PACKING
Challenge:
The functional beverage market is growing in Brazil as a result of awareness of the power of food on our health and awareness of the practice of healthier habits in everyday life. In the sensitivity and perception of these issues, the Brazilian public of women between 20 and 60 years old is more attentive and updated. It is natural for women to care for and cultivate well-being as a search for quality of life, self-care and family care. At the same time, the demand for quality and flavor is one of the characteristics of this public.
The company Beba Rio brought the pain of having to reach this woman from a functional, healthy and tasty drink.
In this sense, the creation of the She's Berry juice line, a drink based on cranberry, a fruit known for treating urinary tract infections and for having antioxidant properties, came to unite the consumer's desire to enjoy something pleasurable with the richness and quality of the product's ingredients.
Strategy & Creation:
The image on the front of the package was created from the illustration of a woman in profile with her eyes closed, in a contemplative moment and at the same time self-assured.
More scientific photos and illustrations of the cranberry fruit have been arranged to envelop and embrace the female figure.
For the Original flavor, a shade of antique rose was chosen for the background. The Zero flavor has a white background.
Result:
The new packaging in the cranberry juice category brought experimentation and impact on the female public, as a healthy, tasty option with a presentation that communicates with this demanding woman who values well-being.
