#Packaging_design #Art_direction #Graphic_design

CLIENT
ICA Sverige AB.

MISSION
Generate a design for a line of juices, smoothies and health shots. The assignment consisted of both designing new products and redesigning existing ones. Counting 26 products in total, with the possibility of additional future line extensions.

The client requested a graphically simple and clean design with a lot of transparency.

DESIGN PROCESS
I presented the client with different ideas including blackboard/posca pen typography and cut out letters and cut up illustrations of fruit.

It became clear that the client wanted the design to be as simple as possible. Coming up with a quite minimalist design while still stand out from competitors and hold together a concept presented a fun challenge.

OUTCOME
I made a clean and elegant design where the colors of the products themselves are in focus. The typography and graphic elements are inspired by text and logotypes on wooden boxes in which fruit is transported from the growers. The horizontal stripes make each bottle an evident part of the same design.

The ICA logotype is cut out from a rectangle hanging from the top of the design. The ICA logo is usually red, in some cases black, white or grey. However, this is the first and only time that it has been allowed to appear as orange, purple or green - or whichever color that the actual product has. Coming up with and selling in this idea allowed me to use only one color, white. With one exception - a dark grey color on the coconut smoothie. In this case, the product itself is too bright, white pigment does not provide enough contrast to be legible.

INFO
Final art: Maria Lycke