Instant Summer

Agency: Sophia Georgopoulou | Design
Brand name & Copy: Konstantinos Kontinos
Label Printing: Perigramma S.A.
Photography: Theodosis Georgiadis
Location: Greece
Project Type: Produced
Client: Melon Bros
Product Launch Location: Global
Packaging Contents: Watermelon juice
Packaging Substrate / Materials: Glass bottle, paper label

That summer feeling all year long!

BRIEF
The intensity of competition within the category of juices is, quite frankly, insane and a good product on its own is not enough to guarantee success. Here come Melon Bros, a small yet ambitious company based in Thessaloniki, Greece focusing exclusively on quality watermelon juice. They wanted a fresh, bold and distinctive proposition, including naming and visual identity for a brand destined for export.

TARGET GROUP
Younger generation of international consumers, health-conscious but unwilling to forego pleasure. Knowledgeable and demanding, they are ready to pay a premium for a juice that ticks the right boxes.

CREATIVE CONCEPT
What else is the watermelon if not the epitome of summer? Child-like innocence, happy thoughts, smiles, and a feeling of carelessness that we would like to enjoy throughout the year. But what if we could do exactly that? If we had summer trapped in a bottle, we could have immediate access to precious summer feelings, whenever we feel like. Instant Summer! The creative tone we wanted? Vibrant and full of life, yet simple and unpretentious – like a lovely summer day.

DESIGN APPROACH
The juice comes from the heart of the watermelon, and it stands for the heart of the summer. This is why a heart-like shape with the distinctive marks of the watermelon – the green skin, the bright, red core and the black seeds- dominate the identity. The shape is complemented by a one big, juicy drop, The backside is covered by text in playful green letters, explaining in a very frank, down-to-earth way the philosophy of the juice and its pledge to stick to absolute naturalness. All these, set against the natural red canvas of the juice itself create an end-result that is as inviting as it is convincing. Enjoy your summer all year round!