Juice and nectar brand Rich has launched a new product called Rich Dolce
The brief
Rich Dolce — the first one in Bubbles line of natural carbonated juice drinks. Inspired by the traditions of Southern Italy, Rich Dolce drinks contain up to 70% fruit and berry juice, water and bubbles, no added sugar. The product is presented in two flavors: sweet
cherry with tart grapefruit and refreshing lemon. Tuman Studio was contracted to create a visual image emphasizing the laconic and rich nature of the drink and showing the bright Italian character.
The solution
In the process of developing the design, the team wanted to create a bright and relevant solution that would highlight the drink and demonstrate its benefits. Large logo makes it easy to identify Rich brand, a well-established quality mark among juices. The “Dolce” typeface refers to the historic 19th century Clarendon fonts. Created by François Rappaud, Clarendon
Graphic is a new graphic approach to this type of typefaces that embodies its modernist potential. A circular emblem marks the Bubbles line. The contrasting combination of yellow and blue / red and blue makes it noticeable, and bright artistic illustrations refer to the tradition of Tuscan majolica and allow to feel the spirit of Italy.
Tuman team
Art direction: Ira Kosheleva Head producer: Konstantin Tolstikov Illustrator: Olga Epikhina
Rich team
Marketing manager: Tatyana Esipova IMC manager: Anna Reymonte Brand manager: Inna Ten Creative Excellence manager: Maria Petrenko
Client
Multon, Coca-Cola HBC
Fonts in use
Clarendon Graphic by Optimo, Cofo Robert by Contrast Foundry
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