Loaded

 

Loaded Smoothies are market leaders and South Africa's first 100% all-fruit smoothie. Check out the design below.

"Motivated by a desire for leading a healthier lifestyle, this incredibly nutritious drink was created.

The design makes use of a fruit with mouthwatering appeal, stacked in the most unusual, innovative way. This is a brilliant solution to growing legality trends wanting the contents of the product shown on the packs. A strong logo, combined with playful copywriting & typography for the different variants, makes for a very eye catching design.

The white space with strong colour coding in each flavour creates great shelf impact."

Designed by Storm Wiggett.

Comments

[I hate rip offs]

No originality here. The elements of this concept was the brainchild and developed by another agency.

[Kristan]

I'm not sure what concept/agency the previous commenter is referring to... but just judging the aesthetics of this work, I like it a lot. There's an upbeat energy to the color palette, and the stacked fruits definitely create appetite appeal.

[scott]

The photography is very "tasty."

[Dave]

the word 'Loaded' implies abundance yet the concept talks of 'Balance'...personally i think its confused

[Cailtlin]

I'd like to see what the real packaging looks like, not a rendered illustration. There is no way you can print so clearly on a Tetra Pack. Looks very "Disney" plastic and a bit childish. Is it for children?

[storm]

The printing on Tetrapak has actually been a huge success with hours involved on press and with the repro houses. Tetrapak is in fact sending this forward for print awards due to the packaging.

It is amazing what one can achieve when working closely with the production company, design house and Tetrapak themselves.

[storm]

Just to correct this statement. The designer who began this project was originally working at another agency developing the concept and then went on her own taking the brand further than the agency ever coudl

[Cands]

Really Dave, you are reading to literally into specific words rather than looking at the concept as a whole. Loaded is about leading a healthy lifestyle, one LOADED full of things that are good for you and which your body needs. Therefore they promote leading a BALANCED lifestyle with the help of Loaded products.

[I hate rip offs]

Maybe post the original design to show the move on.

[Anne]

I find this boring and think the fruit images looks to airbrushed, gives it an unnatural feel. I've seen better designs for similar products.

[hendra]

agree with Anne, this design is boring, not creative and very poor craftmanship. many products had previously used this concept

[bee]

The packaging looks tasty sure. Although I don't like the idea of showing all of the cartons in the grass with happy bugs and rainbows. This only points out the reality that packaging really is. One use only, non recyclable garbage. This pick just makes trash in the park look happy and fun! "Weeee!!" says the bee and the butterfly, "more trash is what we love and need!". Geeez.

[Tracy]

I don't see it this way. I get the loaded concept in the execution as it reminds me of staking a plate high with food, in this case, fruits.

[designer]

horrible horrible horrible, type is uncomfortable, looks more like a mistake than a deliberate 'idea'. Photography of fruit on fruit juice packaging...wow original...