Taste Balance

Taste Balance is a conceptual juice packaging range that turns the choice between indulgence and calorie control into a physical brand experience.

The Full range contains added sugar and uses a rounded bottle with a top-hat-inspired cap, expressing sweetness, pleasure, and unapologetic indulgence. Its fuller silhouette gives the product a playful, generous character, while the warm orange and berry colours underline the richness of the flavours.

The sugar-free Fit range uses a streamlined, waist-shaped bottle with a baseball-cap-inspired closure, representing sport, balance, and a lighter lifestyle. The slim profile creates an immediate connection with movement and everyday wellbeing. A softer colour palette keeps the range fresh and approachable, while the clear “zero sugar” message supports quick product recognition.

Both ranges share the Taste Balance wordmark, bold black information bands, and a consistent typographic system. This makes the relationship between the products easy to read at a glance, while allowing each bottle to retain its own personality.

Alternating Full and Fit bottles on the shelf creates a visual rhythm and reinforces the contrast at the heart of the brand. The resulting lineup feels graphic, organised, and recognisable from a distance.

Curator’s Insight

Most juice ranges separate their variants through color or flavour icons alone. TASTE BALANCE puts the differentiation into the mould itself, so the Full bottle swells into a round body and the Fit bottle draws in at the middle like a waist. That decision means the distinction survives even in silhouette, in low light, or from an angle where the label text isn’t legible.

It also changes what a shelf full of these bottles communicates. Because the two shapes alternate in a predictable sequence, the fridge case reads as a pattern rather than a row of near-identical SKUs competing for attention. The eye picks up the repeat before it processes any single bottle, which is a different kind of shelf presence than trying to win on colour alone.