Iron Packaging Design · 2024
Smoothies Food Branding
- A' Design Award 2024 Iron Winner in Packaging Design
- Awarded April 15, 2024
- CLIENT: ABC Design Communication
- Estimated Number of Design Views: 13,884
- Verification code AA7AF5B25C · Verify this award
About Smoothies Food Branding
In a world that is constantly on the move and time is pressing, Jean Paul Lab smoothies respond by cycling in six packs full of fun and great flavors. Cyclists become the symbol of freedom. In all seasons they move unconventionally boldly, discovering ways that fill their lives with pleasure, just like the taste hidden in smoothies. It's time to let go and travel to the magical world of flavors of Jean Paul Lab following the routes of pleasure.
Press Kit
- Unique Properties
- The placement of Jean Paul Lab Smoothies in prominent places in the catering and bar areas even if they are not directly related to the consumer become a creative vehicle so that Baristas displaying them during the summer season increase sales, readability, as well as the branded demand of Smoothies Jean Paul Lab.
- Dimensions & Packaging
- Label: Width 110mm x Height 160mm
- Tags
- smoothies, jean paul lab, vintage, packaging
- Production Technology
- The visual rendering of Smoothies Jean Paul Lab
conquered the catering and Bar experts by gaining Brand recognition, prominent placement as well as branded demand from consumers, changing the data as a wholesale product. - Design Challenge
- The challenge and objective for the creation of six packs of Jean Paul Lab Smoothies was to win over the baristas with their appearance, to be placed prominently in the store area and to create branded consumer demand. Jean Paul Lab Smoothies are wholesale and their location is usually in places not visible to the consumer.
- Project Duration
- The project started in April 2020 in Athens and finished in July 2020 in Athens.
- Operation Flow
- The vintage aesthetic of the packaging is complemented by the logo with the font that refers to the style of the 30s.
- Research
- Jean Paul Lab wanting to present a product that is usually not visible in the windows of bars or cafes, put this consideration to ABC design looking for a proposal that would bring it out of obscurity and place the smoothies outside the hidden shelves of the premises focus.
The solution was a subversive image, different from other competing products, attractive to the viewer and accepted by all, with humor and an emotional approach.
Cyclists, they were chosen to be the ambassadors of the flavors of Jean Paul Lab smoothies.
Cyclists unconventional, from another era, carefree, designed as engravings that playfully enjoy life, demystifying today's fast-paced life by proposing delightful moments with the taste of unique Jean Paul Lab smoothies. - Inspiration
- In order to achieve the goal, the packaging had to be designed based on an idea, so as to create an aesthetically appealing image.
The visual approach was based on the concept of the engraving with six different cyclists going to cool off and enjoy the six flavors of Jean Paul Lab Smoothies.
The figures - engravings - of men on bicycles amuse the viewer with their movement and aesthetics.
Common to the entire range are the stripes that create a visual play of movement with the different colors
Colors of Smoothies Food Branding
Design Interview about Smoothies Food Branding
The core principle behind our design is to create a visual experience that reflects how we want the consumer to feel when enjoying the product. The chosen design is both functional and practical, providing essential information about the contents and nutritional values of the smoothie, while also being aesthetically appealing to capture consumer interest. The use of alternative elements and colors gives a fresh approach to how the consumer perceives the product, offering a new sense of excitement and joy Consequently, the central idea behind our design is the combination of functionality and aesthetics to evoke an experience that will remain memorable for the consumer, encouraging them to return for more. By doing so, we aim to inspire baristas to create their smoothies with love and imagination, delivering a complete and delightful experience to the consumer.
My primary focus in designing this packaging was to create an appearance that would captivate consumers. To achieve this, I based the concept on an idea that generates an impressive and attractive visual. I decided to use the concept of engravings featuring six different cyclists enjoying the six flavors of Jean Paul Lab Smoothies. The imagery of cyclists cooling down and having fun provided an aesthetically appealing approach and created a striking image that piques consumer interest. Additionally, the use of stripes on the packaging added a dynamic play of movement and colors, drawing the eye and engaging the audience. In this way, my goal was to create a striking and appealing package that stands out on the shelf and grabs the consumer's attention.
The award-winning project will be showcased on our website and social media pages to attract new clients and partners.
The completion process for this design concept took a total of three months. During this period, we analyzed the project's requirements, gathered materials and ideas, created initial proposals, and made necessary changes and improvements until the final approval and completion of the design. These three months encompassed the entire development and execution process for this concept.
We decided to create this specific concept because we believed it would meet the project's needs and specifications. Based on the brief provided by the client and our own aesthetic preferences, we developed a concept that we felt would attract the target audience and best reflect the client's brand identity. Our inspiration stemmed from a blend of the project's requirements and our creativity, along with our extensive experience in the design field. Essentially, this design is the result of our genuine creative scope, free from external influences.
The needs and requirements of our client drove our decision to design this particular type of project. Based on the brand identity and the message we aim to convey, we developed a design that reflects contemporary aesthetics and provides a strong market presence. The simplicity and elegance of our design help us stand out and create a product that makes an impact. We firmly believe that our client will be pleased with the result and that our design will set us apart from the competition. By making a difference through innovation and professionalism, we strive to deliver a product that meets the client's needs and expectations.
Our influences come from a wide variety of sources. Firstly, we closely follow global packaging design trends, researching and learning from the most successful and innovative works presented. Additionally, we draw inspiration from top designers and design agencies whose work we admire and respect. Studying their creations provides us with insights and helps us develop our aesthetic.
Furthermore, engaging and collaborating with other designers through workshops, events, and joint projects allows us to exchange ideas and grow creatively. These diverse sources of inspiration and influence enable us to create designs that are contemporary, original, and reflective of our unique artistic approach.
Furthermore, engaging and collaborating with other designers through workshops, events, and joint projects allows us to exchange ideas and grow creatively. These diverse sources of inspiration and influence enable us to create designs that are contemporary, original, and reflective of our unique artistic approach.
The primary target audience for this design is restaurant and bar visitors where Jean Paul Lab Smoothies are available. The goal is to capture the public's attention and entice them to try the product, thereby boosting sales. Additionally, prominently displaying the Smoothies enhances brand recognition and demand for Jean Paul Lab. Thus, the objective of this design is to increase sales while strengthening the reputation and visibility of Jean Paul Lab Smoothies in the market.
This packaging stands out from similar products due to its combined vintage aesthetic, which gives it a unique character. The patterns, colors, and fonts used in this packaging create an impressive image and a refined style that differentiates it from the competition. The meticulous attention to detail in the design and the adaptation to this specific aesthetic highlight the company's dedication to both aesthetics and quality, making the design truly distinctive in the market.
While working on this project, we utilized the Adobe Creative Suite for the packaging design. This suite comprises several popular design software tools, including Adobe Photoshop for photo and graphic editing, Adobe Illustrator for creating vector graphics, and Adobe InDesign for designing print materials. Using these tools allowed us to craft a meticulous and professional design for our product packaging.
The unique aspect of our design is the visual representation of Jean Paul Lab Smoothies. This aesthetic approach has won over catering and bar professionals, earning significant brand recognition. The brand’s prominent market position has allowed our client to enjoy strong brand demand from consumers, shifting the dynamics of a wholesale product. In other words, the appearance of Jean Paul Lab Smoothies has set it apart and drove success in the market.
The creative team we collaborated with for designing this packaging is comprised of experienced graphic designers specializing in packaging design. These designers have many years of industry experience and have successfully worked on numerous previous projects. Their expertise in packaging design helped us create a stunning package that stands out and attracts consumers. Working with individuals who possess specialized skills in this field was a key factor in the successful design of this project.
To create our design, we conducted a thorough analysis of our client’s competitors and current industry trends. This helped us understand consumer needs and preferences, allowing us to develop a unique and appealing product that stands out in the market.
As a result, we chose to adopt a different design approach that reflects current trends and enables us to distinguish ourselves. We focused on creating a dynamic and modern design that captures consumer interest and makes the product stand out on the shelf.
Analyzing the competition and engaging with our customers helped us shape a design that meets the needs and preferences of the audience while maintaining the uniqueness and value of the product in the market. This approach enabled us to distinguish our aesthetic from competitors and establish a strong presence for our client in this industry.
As a result, we chose to adopt a different design approach that reflects current trends and enables us to distinguish ourselves. We focused on creating a dynamic and modern design that captures consumer interest and makes the product stand out on the shelf.
Analyzing the competition and engaging with our customers helped us shape a design that meets the needs and preferences of the audience while maintaining the uniqueness and value of the product in the market. This approach enabled us to distinguish our aesthetic from competitors and establish a strong presence for our client in this industry.
During the design and implementation of our idea, we faced several challenges. One of the main challenges was ensuring the harmonious integration of all the elements we used. Each component had to fit and blend seamlessly with the others to achieve the desired aesthetic and functional outcome. This required careful planning, continuous communication, and close collaboration among our team members.
We decided to submit our design to an international design competition to showcase our work to a broader audience and gain recognition from professionals and experts all around the world. Additionally, we wanted to compete with other distinguished designers and learn from their feedback to improve our future projects. Lastly, the opportunity to win awards and recognition provided us with strong motivation to participate in an international design competition.
During the design process for this project, we learned to be more organized and efficient in managing our time and intentions. Additionally, we improved our communication and collaboration skills within the team and effectively managed the challenges that arose throughout the project. Finally, we learned to be flexible and adapt our strategies according to the needs and changes that emerged.
Grand Interview about Smoothies Food Branding
The innovative choice of illustrating cyclists on the smoothie packaging stems from a creative concept that blends elements of tradition, dynamism, and a connection to nature. This idea emerged after extensive research into the values represented by the product: health, movement, and sustainable living. The process began with analyzing the target audience, who seeks products that combine quality and imagination. We then explored the cultural dimension of the bicycle image as a symbol of freedom and environmental awareness. Additionally, we merged historical nostalgia with modern design by using vintage cyclists to create a unique visual code that stands out from the usual fruit images seen on packaging. Combining retro aesthetics with the vibrant color of each flavor brings energy and appeal. The choice of cyclists is not only unconventional but serves as a narrative bridge that strengthens the consumer's connection to the product's values.
The choice of vintage aesthetics and 1930s-inspired typography for the smoothie packaging was based on the desire to create a connection between the past and modern life. The 1930s was marked by elegance, innovation, and optimism—qualities that reflect the brand's values of freedom, enjoyment, and a refreshing experience. Inspiration came from an era when cycling began to symbolize personal independence and the exploration of the world. This symbolic aspect of cycling was integrated into the packaging, serving as a metaphor for the vitality and freshness the product offers. The vintage graphic approach, with its bold lines and refined typography, underscores the handmade quality of the product and gives it a unique sense of intimacy. This artistic direction strengthens the brand's message, inviting consumers to enjoy life's simple pleasures, such as a bike ride or a natural smoothie, while highlighting a timeless lifestyle that blends tradition with modern values.
The challenge of making the smoothie packaging immediately visible and attractive in food service spaces like bars and cafes was addressed through the use of illustrations in engraving style and strategic color choices. The engraving-style details lend a premium, handcrafted feel to the packaging, which grabs attention in environments where visual "noise" is often present. This technique, inspired by classic illustration methods, creates a sense of authenticity and quality, making it stand out from more monotonous or typical commercial packaging. The result is a design that suggests artistic craftsmanship and immediately leaves a positive impression. At the same time, the strategically chosen vibrant colors—such as yellow, pink, and green—not only differentiate the flavors but also act as visual markers, helping the packaging stand out even from a distance. The combination of a black background with striking color elements creates a strong contrast, enhancing visibility on shelves or counters with drinks. These design choices strengthen the packaging’s ability to catch the consumer’s eye in busy spaces and impress, while also emphasizing the product's unique character and quality.
The recognition by the A' Design Award is a significant confirmation of the creative and innovative approach behind the smoothie packaging. The project evolved through a dynamic collaboration with ABC Design Communication, combining strategic thinking, creativity, and technical expertise. The process began with a thorough market analysis and recognition of the need for a packaging that was not only visually appealing but also expressed the brand’s philosophy—freedom, enjoyment, and quality. At this stage, the teams worked closely to define the core message and creative vision of the project. From the initial idea, inspired by vintage aesthetics and the symbolism of cycling, we experimented with engraving-style illustrations and bold color choices. ABC Design Communication played a crucial role in translating this idea into practical design solutions, offering specialized knowledge in illustration, typography, and printing materials. Throughout the project, there was continuous feedback and testing. Special attention was given to color choices that combine vibrancy and clarity, as well as developing a design that communicates both the premium quality of the product and its playful personality. The final result reflects the harmony between creative originality and strategic thinking. The A' Design Award recognition demonstrates the strength of our collaboration and how the fusion of art and commercial design can lead to exceptional results.
The development of the six distinct cycling figures on the smoothie packaging was based on a strategic process that balanced the individuality of each character with the coherence of the brand identity. The idea was to create a visual story where each figure represented a distinct flavor, while maintaining a clear connection between them. The process began with researching the portrayal of cycling in different styles and periods to convey the sense of travel, exploration, and joy associated with the smoothie consumption experience. We chose a vintage aesthetic, based on engraving-style illustrations, to create characters that are dynamic, nostalgic, and elegant. To ensure the individuality of each character, we combined unique poses and features, inspired by different types of cycling—such as casual rides, competitive cycling, or urban commuting. At the same time, each figure was integrated into a background corresponding to the color and mood of the specific flavor (e.g., vibrant green for mango, bright pink for pomegranate). Coherence was ensured through recurring design elements, such as the style of lines, common typography, and symmetry in composition, as well as through the black background that provides a neutral base for the vibrant shades. This consistency supports the brand identity, creating a timeless series that is immediately recognizable. The result is a collection that tells a unified story of freedom, enjoyment, and authenticity, while each character contributes to the uniqueness of the product experience.
The 110 × 160 mm label format imposed a compact, vertically oriented canvas that required very deliberate decisions around composition, hierarchy, and visual economy. Rather than treating the constraint as a limitation, it became a structuring device that sharpened the branding expression.Here’s how it influenced the creative decisions:1. Composition: Vertical Rhythm & FramingThe narrow aspect ratio encouraged a strong vertical flow, which aligned well with the idea of freshness and natural movement associated with smoothies. Elements were stacked intentionally to guide the eye top-to-bottom:Brand mark positioned high to establish immediate recognitionProduct name centered as the visual anchorSupporting information (flavor, functional benefits) pushed lower and visually lighterThis avoided horizontal clutter and maintained clarity at arm’s length on shelf.2. Visual Hierarchy: Ruthless PrioritizationThe limited surface area forced a clear distinction between essential vs. secondary information. Only what actively supported brand recognition and purchase decision-making earned visual weight.Typography scale did most of the hierarchy work instead of decorative elementsContrast (size, weight, color) was preferred over additional graphic assetsSecondary copy was deliberately subdued to preserve breathing spaceThis ensured fast readability in a retail context where labels are scanned, not read.3. Graphic Restraint & White SpaceBecause overcrowding was the main risk, negative space became a key design tool. The constraints encouraged:Fewer, bolder graphic gesturesSimplified illustration or color blocking rather than complex imageryClear margins to prevent visual fatigue on such a small formatThis restraint elevated the perceived quality of the brand.4. Scalability & Production AwarenessWorking within 110 × 160 mm also meant anticipating real-world conditions:Legibility at small sizesPrint tolerances and edge safetyConsistency across flavor variants without redesigning the entire systemAs a result, the design system was built to be modular and repeatable, not bespoke for a single SKU.5. Conceptual AlignmentFinally, the constraint reinforced the brand idea itself: simple, honest, ingredient-led nutrition. The pared-back layout visually echoed the product promise—nothing excessive, nothing artificial.In short:The size limitation didn’t just influence layout; it disciplined the brand language, leading to clearer hierarchy, stronger focus, and a more confident, contemporary label presence.
The striped design elements on the smoothie packaging were chosen to create a sense of movement and flow, reinforcing the connection to the values of freedom and mobility represented by the brand. The lines are not merely decorative but serve as a dynamic element that brings life to the overall visual composition. The idea behind the striped design is to evoke the continuous motion of bicycle wheels, emphasizing action and a constant forward motion. This sense of “flow” mirrors the energy and agility we want to communicate through the product, as well as the physical vitality offered by a smoothie. The striped design also acts as a bridge between the different elements of the packaging—the cycling figures, the bold colors, and the black background. It creates a unified structure that ensures the packaging is visually harmonious while also reinforcing the brand’s dynamic message. Overall, the choice of the striped design serves not only aesthetic purposes but also carries symbolic weight, highlighting the idea of freedom, energy, and enjoyment associated with consuming a natural smoothie. This movement translates into a narrative that invites the consumer to "run," "explore," and enjoy the moment.
The success of the Smoothie Food Packaging highlighted the power of visual design in shaping consumer behavior. The emotional connection created through the vintage aesthetic and dynamic illustrations, the visual differentiation with bold colors and black background, and the sense of quality conveyed by the engraving style, all contributed significantly to its success. The narrative of freedom and mobility, combined with the practicality and recognizability of the packaging, enhanced demand, confirming that design can transform a wholesale product into a consumer item.
To balance the emotional approach and humor with the professional character of the packaging, we approached the design with a strategy that combines fun with reliability. The humorous elements, such as the cycling figures and dynamic style, offer a playful feeling that appeals to both consumers and baristas, creating a positive and attractive image. However, to maintain professionalism in the B2B market, we incorporated more subtle elements, such as clean and elegant typography, strong lines, and a carefully chosen color palette. The use of the black background and vintage aesthetic reinforces the sense of quality and reliability, which is crucial in the professional market. Thus, we achieved a strong composition that reflects the brand’s values without sacrificing the professional tone.
The Smoothie Food Packaging is expected to influence future beverage packaging trends in the Greek market by reinforcing the trend of consumers seeking products that tell stories and connect with them emotionally. The key element of this packaging—the creation of an engaging visual story through the cycling figures and vintage design—highlights the power of storytelling as a means of differentiation in the saturated world of packaging. We anticipate more packaging designs that will use these tools to strengthen the emotional connection with consumers, creating products that stand out not only for their quality but also for their authenticity.