Derrick Lin


Designed by Studio Kluif, The Netherlands.

Vrumona (VRUchtenliMONAde; fruit lemonade) was created around fifty-five years ago from thirty small soft drink manufacturers. Vrumona is a part of the Heineken group and has both its own brands and licensed brands including Crystal Clear, SiSi, Joy, Pepsi and Schweppes. Studio Kluif designed the characters and packaging for SiSi and Joy, two of Vrumona’s own brands. Since the introduction of the new packaging lines the sales figures have risen considerably. The SiSi packaging line characters were used by Doom & Dickson in an animated series of commercials.

SiSi is a family of drinks that are aimed at a young audience. One of the distinguishing characteristics of this product is that it is a responsible choice health-wise. Therefore the packaging had to be simultaneously appealing to children and to parents. A kid’s choice but approved by mum! The green information border is designed for parents, while the rest is fun for the kids. Intensive consumer tests proved that the design had the right balance. The fruit characters Studio Kluif designed were later brought to life (for a dip in a jacuzzi) in a funny TV commercial by Doom & Dickson.