Mousegraphics and Dimitris Papazoglou created the logo and packaging design for “17.5°”, a new series of Orange and Apple juice products intended for the China market, produced by “Nongfu Spring”, the leader in food and beverages in China. The brief asked for a packaging idea for apple and orange juices, based on the product name, 17.5°, with the target group being mostly young people and middle ages, of both sexes. As “17.5” is used to describe the ideal RSS (Ratio of Sweet and Sour) in the juices, the designers used a simple, bold and equal-width typography in order to better imprint and aesthetically ‘stabilize’ the number in the mind of the consumer. The ideal balance conveyed by the ratio is extended to the balance of letters and the overall form. The semi-circle at its end ‘visualizes’ the 0.5 part of this numeric index. If the name 17.5 is triggering consumers’ curiosity through abstraction and toward easy recollection, the design attempts to reinforce the process with the body and weight of a dominating logo. Clear pet material is used for the container so that the natural juice color serves as the backdrop of the product name.
Design Agency: mousegraphics
Art direction: Dimitris Papazoglou