When Arrow Juice, one of Saudi Arabia’s premier beverage producers, partnered with Kaleidoscope, I led the creative exploration for the logo redesign of their popular Fruto brand alongside complete packaging development for a brand-new sparkling juice line. Targeted at youth culture and trendy coffeehouses – the vibrant social epicenters of Saudi Arabia – the challenge was to engineer a fresh, highly aspirational product that consumers would proudly hold and display.

Drawing inspiration from sleek minimalism and modern architecture, I set out to design the “Apple” of the sparkling beverage category. While celebrating the natural fruit origin, I elevated the concept of “sparkling” by translating the illustrations into an abstract, effervescent visual style. By keeping the surrounding packaging architecture clean, quiet, and unfussy, I allowed the dynamic illustrations to take center stage, balancing cultural relevance with high-end global aesthetics.

This project highlights my ability to lead international brand evolutions, translate nuanced lifestyle insights into premium packaging systems, and create culturally resonant design frameworks for diverse global markets.

The contents of these projects are entirely conceptual in nature, and do not represent actual packaging concepts. My participation in these projects was as a graphic designer, and not as an employee or contractor of Arrow Juice. The contents of this project may not be copied or distributed for any reason.