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Design: Belyaev Alexander
Project Type: Produced, Commercial Work
Client: The Coca-Cola Company, Multon
Location: Russia
Packaging Contents: Juice
Packaging Substrate / Materials: Plastic
Printing Process: Flexography

“Pulpy” – it is a name of a Russian juice drink produced by Coca-Cola company, launched in 2012. Pulpy was created to provide for the millennials natural refreshing fruit drink, this part of the market was not enough covered with existed positions such as juices and waters. The launch was highly successful and Pulpy occupied a visible part of the market . 5 years past and Pulpy became rather well known on the market, but in the same time this brand lost a relevance for consumers.

That’s why Pulpy decided to restyle all visual identity system in 2017, to be closer for the millennials.

New visual style underlined freshness and actuality of the brand. Fruit’s composition became more noticeable and appetising, new logo style added motion and energy for the brand. New flavor “Pulpy bits” was launched already in this new identity.