Task Refresh the logo and do a package redesign. Background Every year, millions of young people transition into adulthood. And they soon find out that there are tons of unpleasant and unexpected discoveries that come with adulting, like rules and routine. This is definitely not what they want. What they want is to rock it, to feel the vibe, to have some fun in the sun. This is exactly what Pulpy is about. And this is why young adults – the ones who are so sensitive and have a zest for life – choose Pulpy. Yet, to get with the program and inspire people, you need to be really quick to embrace change. This is why we were tasked with refreshing Pulpy’s label to make the customers instantly think freedom, rich taste and style. Solution: the logo We decided to start with the logo and come up with a unique lettering which we enhanced with a shape that resembles a tongue. The result was a bold, mouthwatering design solution – the absolute opposite of boring. Solution: the style ‘Multisensorial’ was the key message we wanted the label to communicate. After all, each mouthful of Pulpy is not only the freshness of fruit juice, it is also the thicker texture of fruit pulp. The handmade illustration style was the best solution. It’s vibrant and bold, which highlights the idea of multiple sensory experiences. One look at the label and you can taste the richness and the texture of real fruits with their signature sour notes. Yep, Look and Feel at its best. For each package in the Pulpy line, we designed an individual super-palette, and we also decided it was not the time to be overmodest when it came to presenting the fruits, so they appear as the epitome and the ultimate expression of taste. No more boredom – this is the real thing! The illustrations are made with bold vibrant strokes that leave much room for details. You’d want to have another look at the package to see through the visuals we’ve mixed in. The package style itself is eye-catching, so it enables the product to stand out among its rivals in the highly competitive soft drinks market. As an industry leader, we do not follow the trends, we are setting them – our bold handmade illustrations make a reference to craft drinks with their specific history and narratives.