Creative Director: Nadezhda Parshina
Designer: Valeria Pauli
Project Type: Produced
Product Launch Location: Russia
Packaging Contents: Fizzy Drinks
Packaging Substrate / Materials: Glass bottle
The task was to redesign “Springs of the Caucasus” lemonades range, improving their visibility on the store shelves, making them outstand from competitors and emphasizing their bright taste, freshness, naturalness and the world-famous Caucasian generosity.
Moving from common territory of naturalness using by the majority of the producers we created a unique way to convey the message of world-famous Caucasian hospitality and generosity. We found it even very important to unite people given today’s world agenda of increasing anxiety, stress and aggressiveness that is why we decide to remind ourselves that we live in this beautiful world beneath the sun and we have nothing to fight for.
Rooted in Caucasian fine art with its bright and full of light painting our visual solution is minimalistic in form, but multilayered in meaning. The label depicts just a fruit. But in it you can discern the hot southern sun, the invigorating coolness, and the abundance of nature. And even the flavor of a real bazaar, where you can hear from all sides: “Ripe pear, juicy lemon, sweet raspberry, fragrant strawberry! Just try it!”.