This concept design was produced by Backbone Branding. It uses a photograph of a piece of fruit, which has some of the colour missing in the image itself, which is filled in by the colour of the drink itself. So when the drink is full, the fruit looks full. But when you start drinking the juice, the fruit slowly disappears as if you are drinking the fruit itself, which you are. This is a really interesting concept which results in very clear imagery which still looks fun and bold and makes the most of the colour of the juices. This also allows the consumer to interact with the product, which may come as a surprise and therefore make them remember it.
This is a really interesting concept which can be easily implemented to any drink product. This could be quite interesting in our packaging design for this brief, if certain parts of the pattern were actually see through and took the colour of the drink, so that when you drank it they'd take on the colour of the background or just be see through instead of being a colour.
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