Junior is a new category for kids juice brand from Juhayna, one of the ruling dairy and juice brand in the market. Junior’s target was to revamp the juice portfolio and create a unique package speaking the brand persona and reflecting the youthful juice flavors they have; a package to refresh the world by bringing a portfolio of quality juice brands that satisfy consumer’s desires and needs. Juhayna Junior is a tasty and refreshing; it is easy to pack lunchbox essential for all kids.

This time we tackled the market voicing out our vision to kids instead of the mothers to create an effective bond between them and the brand. A strategy with a long-term brand visual proposition and exceptional connection between our main target and Junior. Hence, creating a universe of characters, each of different personality and values to cover the whole product range.

A 2008 study found that sustained intense interests, particularly in a conceptual domain like dinosaurs, can help children develop increased knowledge and persistence, a better attention span, and deeper information-processing skills. Hence, our choice of “Junior Dinosaur world”.

We began with a total revamp of Junior logo, reflecting the dinosaur bumpy and scaly skin texture with a vibrant color choice to always stand out on the package.. Each pack is informative about a different classification of Dinosaurs integrating the world of each character together with the flavor’s fruit. The association of the choice of dinosaur with flavors based on client’s feedback had a great impact on children’s choice of juice.

Meet the World of Dinosaurs with different characters all 3D digital painted and created meticulously for Junior. Total of four characters for the four flavors:

1. Meet Saures for Orange flavor:
Saurus is defined as the scientific word for “lizard, coming from the family of Apatosaurus. Saures is tall with a long neck and teal skin; a playful character holding a leaf in the mouth. The contrast of green and orange on the pack creates a fluorescent world reflecting the uplifting character.
2. Meet Dixie for Guava flavor:
A Pterodactyl character, Dixie is a dynamic long winged dinosaur with big brown eyes. A flying reptile with brick colored skin deriving from the earthy colors of Guava; Dixie is floating on a Guava holding a slice with a coy persona.
3. Meet Boni for Apple flavor:
A ceratopsian dinosaur of a luminous purple color with three fierce horns and a distinctively large head. The combination of purple and red apple color creates an energetic persona grabbing attention the minute you lay eyes on the package. Boni is flamboyant with a dance pause holding two apples with a ready to go feel.
4. Meet Rex for Mango flavor:
From Tyrannosaurus Rex family; Rex has a massive body of electric blue and triangular purple skin pattern with remarkably short arms. Rex stands hugging a sliced Mango with excitement reflecting the delightful persona of the family.

The whole junior family is alluring on shelf with prominent character; each dinosaur with a different identity. Each character has a small informative writing at the bottom of the package to intrigue kids of sharing the information and say a little something about the dinosaur family.