JUS Citrus Extract Packaging

Task: to create original packaging for a brand of your choice (fictional or existing), that included 3 variations (eg. flavor, style, material, etc.).  BRAND I chose to name this citrus extract brand JUS to play on the idea that an extract is almost like a citrus juice but in a more concentrated form. I wanted this brand to come across as both inviting and yet elegant and sophisticated. When you use extracts you only need a little bit to provide a huge kick of flavor. This brand is about all natural, high quality ingredients in the most simple way possible because simple ingredients when put together amount to extravagant cuisine.  CONCEPT OVERVIEW An extract is the pure essence of a flavor. It is the core taste that can bring whatever you are cooking to a new level of delicious. In order to focus in on this boldness of flavor I wanted the packaging to be bright and vibrant. The extracts are incredibly simple yet beautiful and fragrant. I kept the design minimal with a singular color scheme per flavor but created a sense of diffusion of these citrus flavors by using accents of water color. The organic and flowing tone of the watercolor contrasts well to the logotype. The packaging as a whole is an experience for the consumer with layers and parts that allow the consumer to be an active participant in the unveil and the exploration of the product and not just a passive observer. Each call to action leads to another in order to maintain intrigue. The packaging is like opening a gift, and the reward is the product inside.