Before | After
Transition from photograph to illustration is a revolutionary step for the brand. Dark blue colour brakes the mould of juice category and differen-tiates brand on the shelf. Upper part holds a massive logo, bottom part — the illustration that marks product’s flavour. Therefore, the packaging forms a unified visual brand-module on a shelf and allows for
easy navigation through the flavours. Majority of the competitors still use photoreal fruits having brightness and juiciness as main attractors. Rich on the contrary got a new subtle and elegant look through the use of illustrations. Detailed illustrations, referring to the 19th century botanical painting, invite the consumer to study and consider them.