Designer: Linn Legros
Project Type: Concept
Packaging Contents: Cucumber Lemonade
Packaging Substrate / Materials: Glass Bottle, Paper
Printing Process: Digital Printing
By launching a new cucumber-based lemonade, made exclusively out of cucumbers judged ‘too curvy’ for market standards, A Berlin beverage brand took on the mission to save the unwanted fruit from a one-way trip to waste. The full Branding of ‘Cucu’ focuses on the product’s distinctive character – its curviness – and strategically introduces this imperfection as an adorable quality. What’s there not to love about a brand that is fun, cheerful, and makes a positive impact?
To get attention between a crowd of already beautifully designed lemonades sitting on the supermarket shelves, Cucu is unique by its wavy ‘negative’ etiquette, in addition to some flashy color choices. A design that hints the customer towards that ‘special thing’ about the product: a drink based on salvaged curvy fruits.