Here's to celebrating Angolan women, award-winning juice, the evolution of a national brand and every last drop of disruptive nature that is good design.
Nutry is the national juice brand in Angola and is the market leader in many African countries. This iconic brand is proudly produced with 100% Angolan ingredients. The products ranges can be divided into four different categories: Alimenta + Means ''Feeds More'' in English. These juices are very nutritious. Vida + Means ''The Life'' in English. These juices are lighter and more health-focused. Refresca + Means ''Refresh More'' in English. These juices are ideal for refreshing. Sabores de Angola Means ''Flavours of Angola'' in English. These juices have typical more traditional flavours from Angola.
The brief embraced the Angolan financial crisis head-on. Low-cost products were plundering the market, and Nutry felt the need to communicate and highlight it's higher quality comparatively against its competitors. Nutry was stretching its muscles, and PACKLAB was it gym partner.
Nutry’s marketers felt that the old packaging design wasn’t positioning the brand as a market leader and the new design should position the brand as the best offer on the market, with regards to quality. Overall design strategy, ''The pride to be Angolan and African'' was the starting point for this project.
We had identified assets that we could explore and highlight, to bring the real Africa into the packaging. The inspiration came from the Angolan culture, it’s people, it’s colours, and it’s flavours. We were very much inspired by the zungueira women who adorn the vibrant capulanas sarongs upon their heads and carry the fruits of their labour to the local market. The design is dedicated to the women who represent Angolans as everyday heroes, a symbol of African roots and a sense of national pride.
“It is the first time the packaging design
is the starting point for all the advertising
campaign, a massive success.”
Nutry Marketing Director
Collaborative Brand Design Strategy
Brand Narrative and Tone of Voice
Prototyping & Modelling
Artwork & Print Production
Consulting on Packaging / Product Production