Capri-Sun Bubbles
Revitalizing Capri-Sun Bubbles: A Modern and Minimalistic Rebrand
Project Included: Design Strategy, Packaging Design, Art Direction, Illustration Design
The Brief
Available in more than 120 countries worldwide, Capri-Sun is one of the world’s most loved juice drinks, enjoyed by young and “not so young” alike 🙂 Capri-Sun wanted to rebrand its carbonated “Bubbles” product in order to create a stronger appeal with teens and young adults, which this product caters to. The product is notable as it is packaged in an aluminium can, which makes it unique within Capri-Sun’s product portfolio. Capri-Sun’s design brief asked us to increase standout on shelf, create a more modern graphic aesthetic, improve the feeling of “tasty fun refreshment,” and finally simplify the design.
The Challenge
The main design challenge was to deconstruct the existing design elements and rework them in a way that emphasised their role on the pack. Clarity, modernity, and simplicity drove the design approach. The new design had to be modern, clean, and easy to read—while retaining the essence of the brand, which is based on tasty and fun refreshment! Another key challenge for this rebrand is related to the aluminium can format. As there are some production limitations relating to printing technology and aluminium cans, it was important that we could create clean, bold graphics and illustrations that were simple while also having loads of taste appeal.
The Solution
The new design solution had multiple components. One of the most striking aspects was the decision to position the logo at a slight angle, making it more visible and memorable as it wraps around an aluminium can. The creation of a new crisp, bold illustration style was also a great success. These illustrations were designed to have a high impact on this packaging format. Strong colours and large, easy-to-read text were used to create a modern and attractive look. The overall result was a minimal and focused design that highlighted the key features of the product, including its carbonation and flavour infusion.
