Japanese food company, Nichirei, was losing market share of its popular Acerola vitamin beverages due to an aging demographic and outdated communications. Working with Dentsu, we provided a refreshed packaging program with a strong icon and bold color palette, making it instantly recognizable on shelf. Coupled with an ad campaign featuring Brazilian couples (home to the Acerola berry), the packaging design further messaged the youthful narrative, “From the Country of Passion.” This program won a Silver Lion at Cannes in 2009 and launched at Omotesando Hills in Tokyo.

Campaign photography by Alex Freund