Giving sparkling juice a quieter kind of energy.

Arrow Juice came to Kaleidoscope with a new sparkling juice line for Fruto, aimed at a younger consumer and Saudi Arabia’s growing coffeehouse culture. As part of the broader team exploration, I developed a concept that paired a redesigned Fruto identity with a more minimal approach to beverage packaging.

Rather than filling the pack with traditional cues of refreshment and energy, I kept the architecture deliberately restrained and concentrated that energy in abstract fruit illustrations designed to feel like bursts of flavor and effervescence.

Letting the fruit do the talking.

I created the illustration style by breaking recognizable fruit forms into soft, particulate shapes—expressive enough to suggest flavor and carbonation while remaining simple against the white package.

I developed the concept across Tangerine and Watermelon, using the illustration and typography to distinguish each flavor while keeping the surrounding system intentionally quiet.

Concept work created for Arrow Juice during my time at Kaleidoscope. My role was as a designer at Kaleidoscope; I was not an employee or contractor of Arrow Juice. The work shown represents an exploratory packaging direction and was not selected for further development.