iN Season! – Natural Fruit Juice

Derrick Lin


Design: Kaouther Akid
Location: United Arab Emirates
Project Type: Concept
Packaging Contents: Fruit Juice
Packaging Substrate / Materials: Aluminium Can
Printing Process: Digital Printing

Today, it is quite common to find most fruits at hand all year-round, even in local grocery stores. However, the quality and the price of these fruits are definitely not the same as when they are in season.

‘in Season!’ is a conceptual brand built on the rising trend of seasonal eating and all the benefits it presents. Seasonal produce is known to be richer in taste and flavor. It has more nutrients and is more cost-effective and environmentally friendly.

Through ‘in Season!’ brand, the local farm brings farm-fresh produce closer to the consumer, each season, selling not only the harvested seasonal fruit but also its juice. This allows the consumer who enjoys experiencing nature and appreciates the beauty in its ever-changing cycle, to find what he is searching for in the farm market and to be more in sync with the natural world.

This natural juice range is composed of 4 variants targeting young nature lovers. Each design presents a season and the fruit that peaks and gets harvested during it: Orange for winter, strawberry for spring, fig for summer and blueberry for autumn.

The artistic direction of this project is based on 3 brand attributes: natural, dynamic and joyful. To achieve a look and feel that serves these attributes, the designs are based on organic textures and shapes and on the use of bright complementary colors.

What’s Unique?
The concept of having a range of natural fruit juice products based on the 4 seasons emphasizes the importance of embracing the holistic cycle of nature. It also keeps positive tendencies, such as seasonal eating, alive in the modern, convenience-driven, food system we live in today.

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