Client
Prigat
Industry
Food/Beverages
Skills
naming | packaging
Fruit in a box
How do you take your fruit – sliced or juiced? We have a juicy crush on boxed fruit. We were happy to join forces with Prigat and work on a new, fresh product: a juice box in fun and easy to grab size, just like a real fruit. A quick scan through our local markets here in Israel shows full size, 1 liter juice boxes are the standard. They’re hard to grab and go and sometimes contain way more than we’d like to sip, so we end up chugging the entire thing. Prigat came to us so we can change the game together, with a three-pack 200 ml juice boxes that are just right: fun, functional, easy to grab when you’re out and about or driving, and of course, great for kiddos. Thinking of a name that perfectly encapsulates the joy fruit brings, we named it PriBox (Pri is Hebrew for fruit): a fresh and natural juice box. PriBox catches the spirit of the product as well, marrying Hebrew and English into one word that rolls easily – and is fun to your parents for while shopping. It’s a name that takes the experience of a fruit and makes it into a yummy juice.
The essence of fruit
The design for PriBox started with a win: usually, regulation requires brand names to appear bigger than product names. This time, however, regulators ruled in favor of PriBox. The product can now shine brighter, with the a big logo appearing winningly on the front side. The logo is white, just like Prigat’s, and is based on the brand’s known font, with round, soft and full of life letters. At the center of the word BOX there’s a little heart – for that human touch and the personal experience, as every box is just for you. Each box features Prigat’s brand colors, and a realistic image of fruit, either single or a vertically cut mix, indicating the flavor and making the product appealing and natural. This juice has no added sugar, so we wanted to let the fruit do the talking – it IS PriBox after all. At the top part of the fruit, we placed a designed straw – so when using the actual paper straw that comes with the box, the two combine to create a complete image and experience: drinking PriBox is just like drinking straight from the fruit.
