LA CASA DEL JUGO – Juices and Natural Foods
MÉXICO
A regular intake of natural beverages and organic foods is considered by many to be the number one health and wellness trend of the moment. Not everyone who wants to stay healthy can invest time, money and effort in order to achieve that goal, that's why La Casa del Jugo was born. Their fresh juices and natural dry foods are easy to get and ready to use, providing a convenient, health-friendly alternative to the junk food and snack market.
La Tortillería redesigned the company's logotype, making it simpler, improving its readability and extending its normal corporate use to social media and digital applications. Also, we developed a versatile graphic system designed to bind all of the different brand visual elements together.
For the main product category, which includes green juices, fruit juices, root juices, coconut milk and other flavored beverages, we created a strong and vibrant family of labels which appeals to the target and efficiently communicates the brand's benefits. On these labels, we use a flexible typography that we designed in order to provide the brand a raw, earth-like atmosphere, like the sensation of watching something natural that has just been extracted from the ground.
In La Casa del Jugo, kids also have their own juice products. For their small-bottle packaging, we came up with a series of characters made with fruit, which are depicted in funny situations.
Dry food is sold in jars and pouches, so we conceived and designed the labels for that type of packaging as well. Using an abstract identification approach, we highlighted the silhouette of the seeds, powders or ingredients held within the packs. The illustrations show the contents of every bag in their most natural state, for instance, we drew semicircles to represent coconut halves, in order to identify organic oil extracted from the fruit, and tall branches of grass to depict cane sugar. Finally, we devised an adequate color scheme for the entire category.
