Inspired by the concept “Jam-packed with Joy”, this packaging redesign celebrates the ingredients and its benefits with a bold, bright, thoughtful execution.

Rethinking the messaging on the label was key to communicate with the consumer in a direct but organic way, simplifying the information and creating a hand-crafted wordmark.

Taking a graphic illustration-led approach, we dialed up the flavor cues of the whole range. Each ingredient has been hand-drawn with imperfect edges to represent that the drinks are 100% natural. Addition of subtle texture makes the design feel even more organic and artisan, just as the drinks are.

(New Orleans, LA, USA. 2022)

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Client: Big Easy
Agency: Vault49
Creative Director: Sam Wilkes
Senior Designer: Rodolfo Baquier
Animation: Joe Wanovich
CGI: Nik Ainley