Revolutionizing Juice Packaging: The Shadlee Tetra Pak

Mohammadreza Eslamparast's Cubist-Inspired Design Wins Silver A' Packaging Design Award

The Shadlee Tetra Pak juice packaging is a departure from the norm, eschewing the traditional use of real fruit images and instead opting for hand-drawn, Cubist-style illustrations. This unique approach was born out of a desire to make the packaging distinct and eye-catching on store shelves, appealing to a broad demographic.

The design process involved doodling and drawing the fantasy faces, fruits, and elements on paper, which were then scanned and digitally illustrated using Adobe Illustrator. The result is a colorful and engaging design that is both different and attractive, with each package featuring a fantasy face along with elements of nature, musical instruments, sports, or fashion.

Despite the attractive design, creating the Shadlee Tetra Pak juice packaging was not without its challenges. The design team had to carefully select eight distinct colors to represent the eight different juice flavors, ensuring that each color was not only representative of the flavor but also distinct from the others. Additionally, managing the many details inherent in the Cubist style to achieve a pleasing aspect was a significant task. Lastly, maintaining visual unity across all flavors was crucial.

The Shadlee Tetra Pak juice packaging project was undertaken in Tehran, Iran, between May and June 2020. Prior to the design phase, the team conducted two weeks of research, studying the concept and appearance of other packaging in the market to determine their unique path. The decision to use the Cubist style with flat colors was influenced by the limitations of Flexography Print, which is used in TETRA PAK printing.

The Silver A' Packaging Design Award is a testament to the creativity, technical expertise, and innovation that went into the creation of the Shadlee Tetra Pak juice packaging. This award is given to designs that demonstrate outstanding expertise and innovation, and that evoke positive feelings, amazement, and wonder. The Shadlee Tetra Pak juice packaging certainly fits the bill, with its unique design and creative use of color and style.