Indonesia is a tropical country rich in various fruits that are good for health. Kalbe Pharmacy optimizes the R&D division to strengthen their Consumers Good category, under Kalbe Beverages.
Kinaya is trusted to be a partner to carry out brand repositioning and packaging design development of the newly acquired Original LOVE Juice. The ultimate goal is to change from generic juice to healthy natural juice. In accordance with the company’s mission & vision to improve health for a better life and the scientific pursuit of health for better life.
The first thing to do is to strengthen the Health and Natural elements in master identity, the color and font elements by using the dominant green color. Furthermore, we use lock up in the form of a Heart icon to show the care to life element.
From the point of view of information hierarchy systems, the packaging design elements are arranged so that consumers can easily read Brand Original LOVE Juice, and then put the dominant fruit illustration so they can imagine the fresh contents. Kalbe corporate brand was added to strengthen Original LOVE Juice because it was produced by a pharmaceutical company that has a good reputation in Indonesia for more than 53 years.
Orange, Mango, Guava and other illustrations are made dominant, appearing fresh to show that Original LOVE Juice is made from high quality fruits and makes it easy for consumers to choose variants.
While the color harmony is chosen as a dominant white background color so that Original LOVE Juice can appear clean, simple and premium but still dominant on the shelf display. With an attractive strategy and packaging design that is relevant to consumer aspirations, we can now easily find Original LOVE Juice in various outlets.
- Agency/Creative: Kinaya
- Article Title: Original LOVE Juice Rejuvenation and Repositioning
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: Indonesia
- Market Region: Asia
- Project Deliverables: Brand Architecture, Brand Identity, Brand Naming, Brand Redesign, Brand Rejuvenation, Graphic Design, Identity System, Illustration, Packaging Design, Photography, Rebranding, Research
- Format: Bottle
- Substrate: Plastic