No, not wasabi. But the ancient Japanese philosophy of appreciating beauty in the naturally imperfect. That was kind of what inspired our complete reinvention of Juicies, a brand that many of us had grown up with in school tuck shops. The trouble was that no one kept buying Juicies after they left school. And we put it down to the fact that no one could see how simple and natural and good Juicies really were. In fact, their ingredient list was far simpler than their competitors’. They may not be the most perfectly shaped, and they may have a funny little wrapper, but those very imperfections are part of what make them so appreciated.
Identity, Packaging & Communication
Tasman Bay Group
Creative Director: Donna McCort
Design Director: Kirsty Harvey
Design Team: Kirsty Harvey & Jeannie Burnside
Photography: Shaun Cato & Jamie Pettigrew