we need to change up the look.

background: iberia foods corp is a leading food and beverage distributor in the u.s hispanic & caribbean market. their aloe vera drink line offers 6 different flavours including, coconut, mango, original aloe, pineapple, soursop, & strawberry. the drinks are 100% natural, & made with actual aloe vera pulp, as well as other pure sustainably cultivated ingredients.

as the healthy snack & drink aisles in supermarkets have been gaining more popularity now than ever before, thanks to millennials and gen z, iberia is looking to redesign their packaging to better communicate to the new target market.

challenge: the current design is outdated, does not follow the trends within this retail category and is facing competitive pressure within this growing market. therefore, they are missing the opportunity to make sales within the consumers who are eager and interested in healthy drinks, and instead continue to maintain their current customer base.

idea/insight: the ideas for the new look will highlight the 100% pure sustainably cultivated ingredients, no artificial colours & flavours and preservatives. it will also to make the colours for the aloe, pineapple and strawberry flavours more distinguishable all while simplifying the imagery to make it look more appealing and nutritional. in addition, the redesign will maintain the BPA-free and recycled plastic substrate, however, there is a good opportunity to re-shape it into something more slender and thin (glass-like appearance) instead of the bulky thick bottle they have now. overall, the design will be much sleeker, cleaner and sophisticated in its approach, and will surely resonate better with younger consumers who favour minimalist designs.