The challenge of this concept project was to create a juice for Kraft Heinz, which should follow the same characteristics of the ketchup brand such as target audience, visuals and brand's voice tone.
Moodboard
Cultural influences linked to the trends: Live longer and better, Egonomy and Pleasure rematch. These characteristics link with the product's features for it being a Premium juice, made with natural components and carefully selected fruits and vegetables.
The name "Saft" comes from German, which means "Juice". Although simple, the name is short and catchy, which makes it remarkable.
Art Direction: Matheus Kubota e Marcos Castilho