Responses by Camille Charbonneau, graphic designer/illustrator
Background: Jü is a new fresh juice company based in Montréal, Canada. It approached me to create a bold and colorful packaging that would stand out on the shelves. The product is aimed for young adults that like to consume local foods and enjoy a healthy lifestyle without having to compromise on taste and energy.
Reasoning: Launching its line with two delicious flavors, the colors of the labels were inspired by the fresh fruits and ingredients used in each recipe. Completely custom patterns were also designed to give personality and originality to the brand. The combination of unique colors and patterns allows both flavors to have their own identities while keeping an air of familiarity.
Challenges: To create attractive packaging that does not necessarily adhere to the aesthetic codes of organic, healthy products while still looking unique and fun. I opted for contrasting colors, bold geometric patterns and modern typography, which distinguishes Jü from traditional fresh juices in the market.
Favorite details: The patterns. They have a lot of small details that makes them very unique. Both of them are well balanced and aren’t too repetitive. They may look exactly like each other, but if you look closely, they are not.
Visual influences: The Italian design and architecture group, the Memphis Group, which was created in the ’80s, and characterized by the use of geometric shapes, repetitive patterns and contrasting color palettes. I wanted to incorporate these concepts in the packaging while remaining modern and elegant.
Specific demands: I was fortunate to have complete creative freedom with this assignment. The clients did not have any specific demands and trusted me with everything, from the logo to the packaging itself. Having this much liberty was almost intimidating at first, but in the end, I am happy with the result and will always be grateful for such collaborative clients.