Canada
Canada
Case study · Packaging redesign · 2024
A 100% juice range rebuilt around the one asset the brand could not afford to lose — the black pack — with fruit rendered as convincingly as the chiller demands.
JUSS is the fruit-juice brand of Oğuz Holding (Oğuz Gıda). The 106-country export figure and the “largest beverage production capacity in Turkey” line are the company’s own published claims on juss.com.tr, captured 2026-09-07, and are stated here as claims. Project details from tasarist.net. No sales or volume figure is published for this range, so none is stated.
Preserve the brand’s iconic black colour, and with it the premium, distinctive shelf presence that goes with it.
The client’s brief, as recorded by the studio on tasarist.net (captured 2026-09-07).
The brief was unusually disciplined: preserve the brand’s black. In a chiller of white and primary colour, that black carton was already doing the hardest job in packaging — being recognized from a distance — and a redesign that traded it for something more fashionable would have thrown away years of shelf equity to win an argument in a meeting room.
So the black stayed and everything else was rebuilt against it. The fruit was re-rendered with AI-assisted visualization to read as real fruit rather than illustration — ripe, lit, specific — because on a 100% juice pack the fruit is the ingredient claim. Against black, that imagery gains the contrast it never had on a lighter ground.
The result is a range that stays premium and unmistakably itself at range, and gets more appetizing the closer a shopper comes: modern, minimal, and built to hold a shelf block across glass, PET, Tetra and can.
Packaging and brand design by Tasarist. Project brief, approach and outcome are reproduced from the studio’s own record at tasarist.net (captured 2026-09-07); images are the studio’s renders and photography, shown as design work. Brand marks belong to their owners.