Athens, Greece

Agency: mousegraphics
Designer: Caparo design crew
Project Type: Produced, Commercial Work
Client: Lidl Hellas
Location: Athens, Greece
Packaging Contents: Juice
Packaging Substrate / Materials: Paper, Tetra Pak
Printing Process: Offset

The client
Eviva Lidl (εβίβα, evíva meaning cheers in Greek) is a line of miscellaneous ready-to-drink (RTD) products, including 100% fresh juices and nectar beverages. The products are sold through the Lidl supermarket chain across Greece. They are distributed in 250ml Tetra Pak packages, targeting mostly kids aged between 6 and 12.

The creative concept
According to our client’s brief, the look and feel had to be vivid and colorful, and reflect the rich taste of the products. The direction we designed expresses a crafty and a slightly natural feel, differentiated from the competitors that mainly use 3D style illustrations with a more artificial look and feel. So the final packaging is a balance between a tasteful and a natural feel.

During the complete redesign of the brand, we worked with the mousegraphics design studio, in order to deliver the visual identity for the kids’ product range. Our goal was to create unique visuals that the brand could own, so that an outstanding advertising communication beyond the packaging could be built later on. We transformed the fruit taste of each code into cute, funny, eye-catching characters. The tailor-made illustrations add value to the brand and differentiate the packaging from the competitors’ mainstream cartoon mascots (Disney, Pixar etc.) that predominate on the Greek shelves.