They say to do great creative work, you have to walk a mile with the product. That’s exactly how The Folke Army created this branding and packaging design.
“During product and taste testing, we were inspired by the way in which the ingredients layered in the bottle while settling – like sediments forming their own natural ‘ingredient layer’. This is how Sydney creative agency, The Folke Army begin their description of the branding and product design they created for Prodjuice, a range of Australian cold pressed juices that launched late 2013.
Layering is a simple fact of pure juices. Prodjuice is a range of bottled juices as pure as they can be. The juice is cold pressed in small batches, each batch tasted & checked, then bottled by hand. The brand is also produced as sustainably as bottled juice can be.
“We believe in creating as little waste as possible. All our fruit & vegetable scraps are taken to our compost garden where they are either composted or added to our worm farms. We donate a lot of our compost to local community gardens, and also have some available at our market stalls. Composting the scraps means our process is virtually waste free.” [Prodjuice.com.au – About]
The Folke Army understood that environmental responsibility is an important part of the Prodjuice brand personality.
The design it chose achieves two goals. Firstly, it displays the juice ingredients in a thought provoking and intriguing way. The calibrations act as a visual infographic representing the quantity and layering position of the specific juices.
The designers chose a white label to ensure the colour of the juice was the hero of the design.
They kept the branding simple to bring that juice’s unique colour & identity to the forefront.
“Rather than showing imagery of fresh fruit, or colours representing the flavour in the label design, it was all about what was IN the bottle that mattered most,” they explained.
The brand's quality is underscored by the stripping back of everything unnatural. “To showcase honest, quality produce, our design is about stripping the label content down to the minimum, with a beautifully balanced logo, and simple design features.”
Yes, the bottles have striking shelf presence. The simple white label also encourages the repurposing of the bottles. This was an element that both the juice’s makers and The Folke Army were keen to promote.
Prodjuice explained, “Glass bottles are very important to us. We use them for two reasons, your health & the health of our environment. We encourage our customers to reuse their bottles at home, but we're also happy to take them back. We reuse them, once washed & sterilised. Another simple way we like to help the world we live in.”
