Creative Director: Alexey Fadeev
Creative Director: Anastasia Tretyakova
Art Director: Anastasia Tsyrkina
Designer: Anastasia Tsyrkina
Designer: Jane Struk
Copywriter: Sasha Fedoseeva
Project Manager: Alena Baklikova
Strategic director: Farhad Kuchkarov
Strategic manager: Roman Frolov
CEO: Alexey Andreev
Executive Director: Ksenia Parkhomenko
Project Type: Produced
Product Launch Location: Russia
Packaging Contents: Soft Drinks
Packaging Substrate / Materials: Paper
Not just a juice brand, but a lifestyle philosophy embodied in a bottle. These cold-pressed detox juices encourage us to enjoy every moment and live our best lives. FOMO (Fear of Missing Out) is the scourge of modern life. It’s that nagging feeling that in some mysterious ‘other’ place people are having the time of their lives, while we’re stuck in the mundanity of ‘here’, missing out on those magical moments.
Veivi represents an important first step in self-care. By electing to miss out on something, you empower yourself and your choices. JOMO (Joy of Missing Out) is the cornerstone of the Brand philosophy: encompassing mindfulness, and a complete focus on the here and now, banishing the fear of being “out of the loop”.
We designed a brand image that adheres to the principle of leaving behind all that is unnecessary, while concentrating on taste, textures and the unique balance of the best local ingredients. We developed a harmonious, understated product design that reflects the balanced and minimalistic approach encapsulated by the JOMO philosophy. To further bolster the brand identity, we created a special “digital wellbeing” app geared towards monitoring and reducing screen time.
The product design reflects a minimalistic approach, embodied in a philosophy that adheres to the principle of rejecting everything unnecessary, while paying special attention to taste, texture and balanced composition.