Juicies case study | Dow Design, brand strategy, identity and packaging design agency
Juicies photograph

Wabi sabi.

No, not wasabi. But the ancient Japanese philosophy of appreciating beauty in the naturally imperfect. That was kind of what inspired our complete reinvention of Juicies, a brand that many of us had grown up with in school tuck shops. The trouble was that no one kept buying Juicies after they left school. And we put it down to the fact that no one could see how simple and natural and good Juicies really were. In fact, their ingredient list was far simpler than their competitors’. They may not be the most perfectly shaped, and they may have a funny little wrapper, but those very imperfections are part of what make them so appreciated.

Juicies Logo Juicies Typography Juicies sleeves Juicies Box with Juicies coming out Juicies image Juicies Leaf Photography