The successful rebranding of Sahar Sun created an excellent foundation for expansion into new product lines. Based on the refreshed visual identity created by Backbone Branding, the collaboration with this brand resulted in the launch of a healthy juice line that stayed true to its essence and stood out in a highly competitive and crowded category.
This new chapter wasn’t just about bringing another drink to market; it was about expanding a trusted brand story into a new sensory experience that consumers could instantly recognize and connect with.
The challenge consisted of two indispensable parts: to introduce a new product line that would immediately engage consumers, and to ensure that it conveyed the unmistakable Sahar Sun identity that people already know and trust.
Amidst crowded shelves filled with bright colors, intricate patterns, and bold statements, the design had to break through the noise, create an emotional connection, and tell a compelling story of quality, authenticity, and freshness.
Inspired by the heart of Sahar Sun, we imagined a farmer – calm, relaxed and enjoying a refreshing sip of juice. This character became the main element of the story, complemented by playful details such as a patterned shirt, summer hat and sunglasses, which radiated leisure and vitality.
The unique tap element, located directly on the fruit, reinforced the idea of complete freshness and purity.
To enhance shelf visibility, we integrated bold fruit imagery, carefully selected textures, and a color palette designed to evoke energy and calm. Every design detail worked together to balance storytelling with impact, ensuring the brand not only stood out, but was also instantly recognizable.
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