Capri-Sun Monster
Capri-Sun: Designing a Thrilling ‘Monster Fun-park’ Character World
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 drink, enjoyed by young and old adventurers alike. In 2022 they asked us to help develop the story world and character design for a new exciting quirky monster themed juice. The unique intention behind the redesign was to step up to today’s family-entertainment standards in the visualization of fun and taste to increase shelf standout and consumer demand.
The Challenge
Our task was to help create a family of monsters that would excite kids and parents and reflect the adventurous spirit of this popular fruit juice drink. After some initial strategic thinking – in particular, creating brand new monster characters and styling, we partnered with a specialist character design agency in Sao Paulo, Brazil to create our new monster family.
The Solution
The result was a suite of monster characters bursting with personality. Working with 3D modelling software, allowed us to create a hyper-realistic character style – rich in fur texture and worthy of any blockbuster animation movie. Our new fun gang is led by our purple monster ‘Furry Freddie’, along with other friends; blue ‘Giggles’ and yellow ‘Tornado’. Once the character ideas were created we decided to give our new monster friends a wonderful fun Capri-Sun fun park to play in. These new character worlds provide Capri-Sun with own-able stories which consumers can connect with on an emotional level - through a variety of media and formats. Brand fit and consumer appeal were tested in quantitative research so successfully, that the designs will be extended to merchandising and communication. Along with Capri-Sun, we helped set a new industry bench-mark - pioneering the creation of original characters which bring the brand’s core mission ‘the Taste of Fun’ and values to life! The new adventure flavours: Safari Fruits, Fairy Drink, Monster Alarm and Mystic Dragon are currently being rolled out around the world.
