Giulia

Giulia is a brand and packaging concept designed to revitalize the tomato juice category and fill a premium niche. Giulia celebrates the nostalgia of gardening and simple pleasures. The brand is inspired and named after my own Nonna.

My approach was to create a brand and packaging concept that reflected the timeless yet approachable design of the vintage Italian products throughout my Grandmother's home. United through a minimal color palette, typography, and a hand-drawn tomato illustration, Giulia is approachable, refined, and distinct within its category.

Contribution:

Strategy
Branding
Packaging
Art Direction
Photography

Tools:

Illustrator
Indesign
Photoshop

Fonts:

GT Pressura
GT Pressura Mono

Behind the Scenes

Drinkability, lifestyle, and simplicity are central to the project, which informed the choice and size of can. My process involved researching tomato juice design and packaging from the 1950s and '60s and looking through Italian design archives. The imperfect form of the tomato references the organic nature of the product while also offering a distinct approach to the photorealistic tomatoes and juice found on competitor packaging.

Toronto, ON