Interview about Smoothies Food Branding, winner of the A' Packaging Design Award 2024
In a world that is constantly on the move and time is pressing, Jean Paul Lab smoothies respond by cycling in six packs full of fun and great flavors. Cyclists become the symbol of freedom. In all seasons they move unconventionally boldly, discovering ways that fill their lives with pleasure, just like the taste hidden in smoothies. It's time to let go and travel to the magical world of flavors of Jean Paul Lab following the routes of pleasure.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe innovative choice of illustrating cyclists on the smoothie packaging stems from a creative concept that blends elements of tradition, dynamism, and a connection to nature. This idea emerged after extensive research into the values represented by the product: health, movement, and sustainable living. The process began with analyzing the target audience, who seeks products that combine quality and imagination. We then explored the cultural dimension of the bicycle image as a symbol of freedom and environmental awareness. Additionally, we merged historical nostalgia with modern design by using vintage cyclists to create a unique visual code that stands out from the usual fruit images seen on packaging. Combining retro aesthetics with the vibrant color of each flavor brings energy and appeal. The choice of cyclists is not only unconventional but serves as a narrative bridge that strengthens the consumer's connection to the product's values.
The choice of vintage aesthetics and 1930s-inspired typography for the smoothie packaging was based on the desire to create a connection between the past and modern life. The 1930s was marked by elegance, innovation, and optimism—qualities that reflect the brand's values of freedom, enjoyment, and a refreshing experience. Inspiration came from an era when cycling began to symbolize personal independence and the exploration of the world. This symbolic aspect of cycling was integrated into the packaging, serving as a metaphor for the vitality and freshness the product offers. The vintage graphic approach, with its bold lines and refined typography, underscores the handmade quality of the product and gives it a unique sense of intimacy. This artistic direction strengthens the brand's message, inviting consumers to enjoy life's simple pleasures, such as a bike ride or a natural smoothie, while highlighting a timeless lifestyle that blends tradition with modern values.
The challenge of making the smoothie packaging immediately visible and attractive in food service spaces like bars and cafes was addressed through the use of illustrations in engraving style and strategic color choices. The engraving-style details lend a premium, handcrafted feel to the packaging, which grabs attention in environments where visual "noise" is often present. This technique, inspired by classic illustration methods, creates a sense of authenticity and quality, making it stand out from more monotonous or typical commercial packaging. The result is a design that suggests artistic craftsmanship and immediately leaves a positive impression. At the same time, the strategically chosen vibrant colors—such as yellow, pink, and green—not only differentiate the flavors but also act as visual markers, helping the packaging stand out even from a distance. The combination of a black background with striking color elements creates a strong contrast, enhancing visibility on shelves or counters with drinks. These design choices strengthen the packaging’s ability to catch the consumer’s eye in busy spaces and impress, while also emphasizing the product's unique character and quality.
The recognition by the A' Design Award is a significant confirmation of the creative and innovative approach behind the smoothie packaging. The project evolved through a dynamic collaboration with ABC Design Communication, combining strategic thinking, creativity, and technical expertise. The process began with a thorough market analysis and recognition of the need for a packaging that was not only visually appealing but also expressed the brand’s philosophy—freedom, enjoyment, and quality. At this stage, the teams worked closely to define the core message and creative vision of the project. From the initial idea, inspired by vintage aesthetics and the symbolism of cycling, we experimented with engraving-style illustrations and bold color choices. ABC Design Communication played a crucial role in translating this idea into practical design solutions, offering specialized knowledge in illustration, typography, and printing materials. Throughout the project, there was continuous feedback and testing. Special attention was given to color choices that combine vibrancy and clarity, as well as developing a design that communicates both the premium quality of the product and its playful personality. The final result reflects the harmony between creative originality and strategic thinking. The A' Design Award recognition demonstrates the strength of our collaboration and how the fusion of art and commercial design can lead to exceptional results.
The development of the six distinct cycling figures on the smoothie packaging was based on a strategic process that balanced the individuality of each character with the coherence of the brand identity. The idea was to create a visual story where each figure represented a distinct flavor, while maintaining a clear connection between them. The process began with researching the portrayal of cycling in different styles and periods to convey the sense of travel, exploration, and joy associated with the smoothie consumption experience. We chose a vintage aesthetic, based on engraving-style illustrations, to create characters that are dynamic, nostalgic, and elegant. To ensure the individuality of each character, we combined unique poses and features, inspired by different types of cycling—such as casual rides, competitive cycling, or urban commuting. At the same time, each figure was integrated into a background corresponding to the color and mood of the specific flavor (e.g., vibrant green for mango, bright pink for pomegranate). Coherence was ensured through recurring design elements, such as the style of lines, common typography, and symmetry in composition, as well as through the black background that provides a neutral base for the vibrant shades. This consistency supports the brand identity, creating a timeless series that is immediately recognizable. The result is a collection that tells a unified story of freedom, enjoyment, and authenticity, while each character contributes to the uniqueness of the product experience.
The 110 × 160 mm label format imposed a compact, vertically oriented canvas that required very deliberate decisions around composition, hierarchy, and visual economy. Rather than treating the constraint as a limitation, it became a structuring device that sharpened the branding expression.Here’s how it influenced the creative decisions:1. Composition: Vertical Rhythm & FramingThe narrow aspect ratio encouraged a strong vertical flow, which aligned well with the idea of freshness and natural movement associated with smoothies. Elements were stacked intentionally to guide the eye top-to-bottom:Brand mark positioned high to establish immediate recognitionProduct name centered as the visual anchorSupporting information (flavor, functional benefits) pushed lower and visually lighterThis avoided horizontal clutter and maintained clarity at arm’s length on shelf.2. Visual Hierarchy: Ruthless PrioritizationThe limited surface area forced a clear distinction between essential vs. secondary information. Only what actively supported brand recognition and purchase decision-making earned visual weight.Typography scale did most of the hierarchy work instead of decorative elementsContrast (size, weight, color) was preferred over additional graphic assetsSecondary copy was deliberately subdued to preserve breathing spaceThis ensured fast readability in a retail context where labels are scanned, not read.3. Graphic Restraint & White SpaceBecause overcrowding was the main risk, negative space became a key design tool. The constraints encouraged:Fewer, bolder graphic gesturesSimplified illustration or color blocking rather than complex imageryClear margins to prevent visual fatigue on such a small formatThis restraint elevated the perceived quality of the brand.4. Scalability & Production AwarenessWorking within 110 × 160 mm also meant anticipating real-world conditions:Legibility at small sizesPrint tolerances and edge safetyConsistency across flavor variants without redesigning the entire systemAs a result, the design system was built to be modular and repeatable, not bespoke for a single SKU.5. Conceptual AlignmentFinally, the constraint reinforced the brand idea itself: simple, honest, ingredient-led nutrition. The pared-back layout visually echoed the product promise—nothing excessive, nothing artificial.In short:The size limitation didn’t just influence layout; it disciplined the brand language, leading to clearer hierarchy, stronger focus, and a more confident, contemporary label presence.
The striped design elements on the smoothie packaging were chosen to create a sense of movement and flow, reinforcing the connection to the values of freedom and mobility represented by the brand. The lines are not merely decorative but serve as a dynamic element that brings life to the overall visual composition. The idea behind the striped design is to evoke the continuous motion of bicycle wheels, emphasizing action and a constant forward motion. This sense of “flow” mirrors the energy and agility we want to communicate through the product, as well as the physical vitality offered by a smoothie. The striped design also acts as a bridge between the different elements of the packaging—the cycling figures, the bold colors, and the black background. It creates a unified structure that ensures the packaging is visually harmonious while also reinforcing the brand’s dynamic message. Overall, the choice of the striped design serves not only aesthetic purposes but also carries symbolic weight, highlighting the idea of freedom, energy, and enjoyment associated with consuming a natural smoothie. This movement translates into a narrative that invites the consumer to "run," "explore," and enjoy the moment.
The success of the Smoothie Food Packaging highlighted the power of visual design in shaping consumer behavior. The emotional connection created through the vintage aesthetic and dynamic illustrations, the visual differentiation with bold colors and black background, and the sense of quality conveyed by the engraving style, all contributed significantly to its success. The narrative of freedom and mobility, combined with the practicality and recognizability of the packaging, enhanced demand, confirming that design can transform a wholesale product into a consumer item.
To balance the emotional approach and humor with the professional character of the packaging, we approached the design with a strategy that combines fun with reliability. The humorous elements, such as the cycling figures and dynamic style, offer a playful feeling that appeals to both consumers and baristas, creating a positive and attractive image. However, to maintain professionalism in the B2B market, we incorporated more subtle elements, such as clean and elegant typography, strong lines, and a carefully chosen color palette. The use of the black background and vintage aesthetic reinforces the sense of quality and reliability, which is crucial in the professional market. Thus, we achieved a strong composition that reflects the brand’s values without sacrificing the professional tone.
The Smoothie Food Packaging is expected to influence future beverage packaging trends in the Greek market by reinforcing the trend of consumers seeking products that tell stories and connect with them emotionally. The key element of this packaging—the creation of an engaging visual story through the cycling figures and vintage design—highlights the power of storytelling as a means of differentiation in the saturated world of packaging. We anticipate more packaging designs that will use these tools to strengthen the emotional connection with consumers, creating products that stand out not only for their quality but also for their authenticity.
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