JELLY BEARS, SHARKS AND DINOSAURS
are still kids’ favorites. Kids buy them for fun, tomfoolery, and, now, for funny stories. This was the main topic of our discussion of the new task with the customer’s team. The Juveland audience is no longer the same: It seizes on hype, trends, and provocations through the prism of the new technologies available on Instagram, Snapchat, Telegram, and YouTube. A Juveland fan is a teenager dreaming of becoming an intergalactic tour operator. He/she wants to actively explore the world and acquire bright, extraordinary experiences. The brand intonation is sincere, unpredictable, and funny.
WE AND OUR CUSTOMER
agreed that the packaging had to convey the image of a portal into a world of bright and funny things and to merge reality with fiction and creativity. The portal became the key object. It stands out against a black background, intensified by funny characters flitting about. The color of the vortex changes for different packages but keeps the gradient and the one-step-away from acidity. And the letter “e” in the logo is Zhuvik, a guide to another crazy world. A funny little face winks, teases, squints, or just laughs, depending on the taste.
has a different package for easy selection and the desire to collect. We didn’t make the characters big and detailed, we made them small, with a lively nature. They convey different emotions and match the tastes. The Cyrillic spelling of “Жувіленд” changed to the Latin Juveland after customer research, so we developed English names for each SKU: Party Shark’s, Bear’s Band, and Dino Zorro, setting a party atmosphere. In addition, we used a cartoonish blot to inform about the juices in the recipe, and the stamp of something natural to justify the sweet snack in mom’s eyes.
WE’VE DEVELOPED A SET OF BASIC SKUs AND A SYSTEM
for building future packages. We’ve drawn a number of e-faces. We’ve shown how to create characters. We’ve offered a color coding for the vortex and set the color fill for the different names of tastes. The result was an understandable concept with clear rules. The Juveland team creates the next packages easily, coming up with new characters and vivid names. The packages are printed in Pantone so they maintain color stability from batch to batch, which also simplifies the production process.
WORK ON JUVELAND WAS A SUCCESSFUL COLLABORATION
between the brand team and the dozen team. The customer came to us with a refined positioning, and dozen offered them an expert design solution. New jelly packages are already on the shelves and in our range of pleasant treats for friends. The black background color created the Juveland zone on the shelves, and the bright vortexes attracted the audience’s attention. The brand has become more modern and now meets the requirements of mature children.