Mirinda Joosy
Branding, Packaging, UX/UI, Art Direction, Campaign Creative, Game Design, Film Direction, Copywriting
Project Details
In response to new taxes on carbonated drinks in Saudi Arabia, PepsiCo sought to launch a non-carbonated alternative to Mirinda that retained the beloved fruit flavors, with added juice and no bubbles. Our task was to develop packaging for this new drink and create a design system that could extend into marketing materials and point-of-sale, while launching a digital campaign to introduce the product and its unique benefits.
Our design approach centered on two playful characters—Zaki the lime and Bob the orange—who embodied the drink’s flavors and fun personality. The limey and orangey worlds they inhabit inspired the overall visual language, creating a dynamic system full of vibrant colors and juice-inspired graphics. We developed custom typography resembling straws, and used elements like orange peels and juice droplets as containers for information, highlighting the product’s fresh, unbubbly essence. The visuals seamlessly transitioned from packaging to marketing materials, forming a cohesive brand experience.
To gain traction with a younger audience and build awareness on a small budget, we launched “The Unbubbly Tales of Bob & Zaki” across Instagram and Snapchat. The campaign humorously depicted the characters’ lives and their “pet peeve” of bubbles, cleverly communicating the non-carbonated aspect of the drink. Their stories—whether battling bubbles or “juicing” themselves—added humor and personality to the brand, creating an engaging narrative that drove home the product’s key message.
Credits
Design Creative Direction: Ryan Atkinson
Designers: Ryan Atkinson, Mohamed Samir, Rijin Kunnath
Illustration: Karna Mukhia
Concept Art: Karna Mukhia
3D Artist: James Elgie
Campaign Creative Direction: Ryan Atkinson
Art Directors: Smith Agrawal, Ryan Atkinson
Copywriters: Savio Alva, Ryan Atkinson
Animation: Made By Radio, James Elgie
Centrepoint Spacesuit™ Collection
Campaign, Print and Poster Design, Art Direction, Motion Design, Microsite Design
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In response to new taxes on carbonated drinks in Saudi Arabia, PepsiCo sought to launch a non-carbonated alternative to Mirinda that retained the beloved fruit flavors, with added juice and no bubbles. Our task was to develop packaging for this new drink and create a design system that could extend into marketing materials and point-of-sale, while launching a digital campaign to introduce the product and its unique benefits.
Our design approach centered on two playful characters—Zaki the lime and Bob the orange—who embodied the drink’s flavors and fun personality. The limey and orangey worlds they inhabit inspired the overall visual language, creating a dynamic system full of vibrant colors and juice-inspired graphics. We developed custom typography resembling straws, and used elements like orange peels and juice droplets as containers for information, highlighting the product’s fresh, unbubbly essence. The visuals seamlessly transitioned from packaging to marketing materials, forming a cohesive brand experience.
To gain traction with a younger audience and build awareness on a small budget, we launched “The Unbubbly Tales of Bob & Zaki” across Instagram and Snapchat. The campaign humorously depicted the characters’ lives and their “pet peeve” of bubbles, cleverly communicating the non-carbonated aspect of the drink. Their stories—whether battling bubbles or “juicing” themselves—added humor and personality to the brand, creating an engaging narrative that drove home the product’s key message.
Design Creative Direction
Ryan Atkinson
Design
Ryan Atkinson, Mohamed Samir, Rijin Kunnath
Illustration
Karna Mukhia
3D Artist
Ryan Atkinson, Giancarlo Rodas, James Elgie
Typography
James Elgie
Campaign Creative Direction
Ryan Atkinson
Art Direction
Smith Agrawal, Ryan Atkinson
Copywriting
Savio Alva, Ryan Atkinson
Concept Art
Karna Mukhia
Animation
Made By Radio, James Elgie
Play The Game
©RA 2009 — 2024
DESIGNER × LOVER × HUSBAND × DAD × GAMER × WEB3 MAXI
JOHANNESBURG 🡒 BAHRAIN 🡒 DUBAI 🡒 SYDNEY 🡒 DUBAI 🡒 NEW YORK
©RA 2009 — 2024
DESIGNER × LOVER × HUSBAND × DAD × GAMER × WEB3 MAXI