Ready: A Dynamic and Versatile Juice Packaging Design

Creating a Coherent Brand for the Ready Juices Family

The Ready juices family, designed by Estudio Maba, is a versatile and visually striking packaging design that sets it apart from other juice brands. The design aims to create a coherent brand that encompasses a wide range of products while maintaining their unique identities.

The inspiration for the design came from the brand's intention to be with consumers at all times, ready to take good care of themselves. The logo, a symbol in movement, interacts with the fruit to create a unique identifier. This interaction between the logo and the fruit gives the design a sense of energy and movement.

One of the unique properties of the Ready juices design is its versatility. The family encompasses numerous varieties, from juices to functional products, and the design provides a coherent yet flexible structure that connects the different varieties while affording each its own identity according to its position. Each bottle in the subfamily is different and has distinctive attributes, allowing for a dynamic and diverse brand experience.

The design also utilizes colors to help identify the different varieties in the range, building a recognizable brand when they interact. The use of sleeve printing technology ensures a high-quality and visually appealing result.

The design team, led by Miguel Angel del Baño, with design assistance from Jose Lorente and Antonio Marquez, faced several challenges during the project. The objective was to create a broad and flexible structure that could encompass the many products in the range without sacrificing their individual identities. Additionally, the team aimed to transmit the natural, fresh personality of the juices, the functionality of vitamins, the hydration of water, and the herbal nature of the teas, all within a recognizable and coherent brand.

The Ready juices range design was developed in Murcia from September 2018 to February 2019. Extensive research was conducted, including focus groups, to establish the qualities that the design should transmit. The challenge lay in finding a balance between brand awareness and the most appropriate sensations for each variety.

The design has received recognition for its excellence. It was awarded the Iron A' Design Award in 2019, which is given to well-designed, practical, and innovative creations that meet professional and industrial requirements. The Ready juices design stands out for its integration of industry best practices, competent technical characteristics, and its contribution to a better world.

The Ready juices range design, with its dynamic and versatile approach, sets a new standard in juice packaging. It not only provides a visually appealing experience but also reflects the brand's commitment to being ready for any moment and functionality.