Cans_01

Mirinda Joosy

Branding, Packaging, UX/UI, Art Direction, Campaign Creative, Game Design, Film Direction, Copywriting

Project Details

When Saudi Arabia taxed carbonated drinks, PepsiCo needed a way to keep Mirinda's fans without the bubbles — same loved fruit flavours, now with added juice and no fizz. We had to design the packaging and a full system to carry it into retail and point-of-sale, then launch it to a young audience on a small budget. The trick: turn the thing it lacks (bubbles) into the thing it's about.

So we gave the flavours faces. Zaki the lime and Bob the orange live in their own limey and orangey worlds, and those worlds set the visual language. Vivid colour, straw-shaped custom type, orange peels and juice droplets carrying the information. The look runs seamlessly from can to campaign.

To stretch the budget we launched "The Unbubbly Tales of Bob & Zaki" on Instagram and Snapchat. Short, funny stories built around the characters' shared pet peeve: bubbles. Every gag drives the one message that matters, this is the Mirinda without the fizz.

 

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

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Mirinda Joosy
Branding, Packaging, UX/UI, Art Direction, Campaign Creative, Game Design, Film Direction, Copywriting
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When Saudi Arabia taxed carbonated drinks, PepsiCo needed a way to keep Mirinda's fans without the bubbles — same loved fruit flavours, now with added juice and no fizz. We had to design the packaging and a full system to carry it into retail and point-of-sale, then launch it to a young audience on a small budget. The trick: turn the thing it lacks (bubbles) into the thing it's about.

So we gave the flavours faces. Zaki the lime and Bob the orange live in their own limey and orangey worlds, and those worlds set the visual language. Vivid colour, straw-shaped custom type, orange peels and juice droplets carrying the information. The look runs seamlessly from can to campaign.

To stretch the budget we launched "The Unbubbly Tales of Bob & Zaki" on Instagram and Snapchat. Short, funny stories built around the characters' shared pet peeve: bubbles. Every gag drives the one message that matters, this is the Mirinda without the fizz.

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

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©RA 2009 — 2024

DESIGNER × LOVER × HUSBAND × DAD × GAMER × WEB3 MAXI