Proud Design

The Fruit Lab

The project

In The Fruit Lab there is an indication on the packaging of how sweet, acidic or bitter a particular fruit juice or smoothie is. The idea of making a taste profile as a sort of subbrand on the bottle came from design bureau Proud Design. The coding also gives the new bottle a technological look, but because it is made of transparent plastic and the corners are rounded, the packaging design appears much friendlier. The consumer sees the juice and associates it with freshness.

Committee

Soft drink producer The Fruit Lab leaves the unique flavour and character of fruit intact. Each product has a code, which allows the consumer to see how sweet, sour, or bitter the fruit juice is. Proud Design developed this flavour profile as a sub-brand to stimulate sales.

— On the packaging there is an indication of how sweet, acidic or bitter a particular fruit juice or smoothie is.