Juicebox’s brand identity was designed with the mission of communicating sophistication without losing the brand’s organic and raw focus. The proposal draws inspiration from three main axes: raw earthborn ingredients, handcrafted products and a clean-healthy lifestyle. Since Juicebox’s products are created with the purpose of cleansing the body and introducing people to a healthy, easy-to-maintain lifestyle; our design proposal reflects sobriety, cleanness and quality. The idea of the brand sticking to the basic principles of nutrition, made us do the same thing by creating minimalist fruit silhouettes as part of the main elements of the design. Crafty details were incorporated into the packaging by conserving the cardboard’s natural tone and using kraft papers to complement the clean and sober color palette, but mainly to resemble Juicebox’s natural, earthborn ingredients and handcrafted products.