Design: Brett Annis
Location: United States
Project Type: Student Project
School: Wilmington College
Packaging Contents: Various fruit juice
Packaging Substrate / Materials: Paper, plastic
Printing Process: Lithography
A children’s healthy fruit juice brand concept, Absofruitly combines playfulness, bright colors, and levity to give customers an experience through packaging to help create those moments of family fun and togetherness. The name of the brand comes from the combination of absolutely and fruit, which is mirrored in the logo. The seed shapes combined with apple colors in the logo represent fruit, while the bars on each side represent the containment of that fruit essence while also doubling as the mathematical sign for absolute value.
The logo is also given a bold stroke to resemble children’s illustrations. The target audience is children 10 and younger, because of that Absofruitly puts an emphasis on family, health, and fun, values that resonate with the average person purchasing groceries for children. Because opening a box resembles taking fruit out of a picnic basket, Absofruitly hopes to make enjoying their juice a fun experience for both adults and children alike.
The boxes are uniquely shaped, each juice box resembles the fruit from which it is flavored, and the multi-packs resemble picnic baskets full of fruit.