Citrus Tang brings a refreshing burst of flavour to Summer!
Made with a focus on natural flavours and the hydrating combination of orange and lemon, Avenue's latest ice block range will be the flavour of Summer! Focused on fruity freshness and fun!
Citrus Tang was designed as a family ice block, but with an attitude and ethos for all age groups, a classic favourite flavour made naturally and simply - for the whole family! Thus the design had to follow this motif of a reimagined classic.
Citrus Tang was designed as a family ice block, but with an attitude and ethos for all age groups, a classic favourite flavour made naturally and simply - for the whole family! Thus the design had to follow this motif of a reimagined classic.
Drafting and Design
I began researching psychedelic artwork, art nouveau prints, modernist design as well as the fruit themselves, looking at shapes you see when look at an orange or lemon as a whole, sliced etc. I started sketching those shapes, as well as drafts for suitable type that would match the design style. This type went through several iterations navigating a balance between contemporary design and homage to classic aesthetics.
Deciding on a type reminiscent of old sign writing by turning those letterforms into 3D isometric shapes embodied the tone of reimagined classic that would be fun, approachable and familiar. Additionally orange slices were illustrated and transformed into 3D objects.
Illustrations and Artwork
The artwork for the box was a combination of 3D shapes made from illustrations as well as elements extracted from photographs of lemons and oranges. The artwork had to clearly communicate the flavour and energy of the product whilst being contemporary and standing out from competitors.
The original direction was a flat illustrative 'comic style' that would stand out from competitors, however this was too detached from industry standards and alienated the message. Thus a combination a photo editing and illustrative elements were used to have the design highlight the product, rather than obscure it.
