Grove Fresh is a premium product. It is expensive.

The idea of a tuxedo makes us think of expensive things. I wanted this design to be more of a tongue in cheek joke. It’s saying it’s premium but without scaring people. So to achieve this I made the tuxedo by hand from paper cut outs making it imperfect. Also making it by hand harkens back to the organicness of the product, hardly anything in nature is perfect.

My aim was to make a design that would stand out from the standard juice packaging of photographs of the flavour of the drink on the front and also to catch the eye of consumers, many consumers stick to the same products for brand recognition, until they see something that catches their eye and they give it a try once, then hopefully the actual drink will keep them hooked.