Stepping away from the ordinary, Roze Kara Yousef, an up-and-coming designer, has brought a light of creativity upon the realm of fresh juice branding. Their fresh juice brand, Fresh Choice, incorporates a vibrant and healthy fun style that is both distinctive and contemporary. Through an exclusive interview, we have gained valuable insights into the journey behind creating this wonderful brand.
Fresh Choice was created to be something a little unsual and unique. Think flavours like persimmon, rose apple and gooseberry. The heart of the brand lies in offering highly nutritious beverages that are easily identifiable. The design principles follow suit, aiming to create an exciting and attractive brand packaging that displays fruity goodness in a whole new light.
Roze’s Design journey began with a vision to create a distinct and contemporary brand that personifies a refreshing atmosphere. Drawing inspiration from fruit leaves, the Fresh Choice logo was born. Symbolising natures vitality and resonates with the brands essence. As well, the products name was specifically chosen to be easily comprehensible and to instantly indicate what exactly the product has to offer. This reinforces the brands commitment to freshness and principles.
“I have tried to ensure that all the visual elements of the brand, such as the logo, colour palette, and typography, effectively communicate my brand message. For example, I have chosen a bold font for the typography to match my first design concept, as my brand focuses on a fresh and vibrant style. Additionally, I have ensured the use of a warm colour palette in my flat label packaging designs to make them relate to and match the selected fruit colours.” - Roze Kara Yousef
"To present a cohesive and visually striking brand identity"
Every decision within the design was meticulously made to ensure consistency and familiarity across all design elements. Whether it be the typography, colour palette or kinetic motion, the overall result has created an identity that seamlessly works together within todays modern design world.
"I have chosen a bold font for the typography to match my first design concept, as my brand focuses on a fresh and vibrant style. Additionally, I have ensured the use of a warm colour palette in my flat label packaging designs to make them relate to and match the selected fruit colours” - Roze Kara Yousef
Careful considerations of the target audience have allowed Roze to position Fresh Choice in the fresh juice market as a healthy and vibrant option, especially focusing on those with diabetes. Promising zero artificial sweeteners, it makes it a healthy choice for suitable weight management, boasting zero calories. With the style choice in mind, it speaks to the health-conscious consumer to set it apart from others within the same market.
Roze Kara Yousef has not only designed a brand that sets itself apart from others but has created a true testament to creativity and innovation. Fresh Choice is more than just a product - the unusual flavours combined with the highly nutritious ingredients form the soul of the brand, promising a unique experience for the taste buds for the modern and health-conscious consumer. The exciting packaging design, utilising kinetic typography, draws in consumers to experience a fresh perspective on familiar fruit tastes in a whole new way. With an eye for the extraordinary and a passion for design, this is certainly not the last we will see of Roze Kara Yousef.