Dobro Dobrom — Packaging Design for a Mojito Beverage
We have previously collaborated with the Dobro Dobrom brand on major projects—packaging for juices and Essentuki mineral water. This time, they came to us with a new Mojito beverage. At a time when store shelves are dominated by aggressive energy drinks adorned with lightning bolts and fire, supposedly "giving you wings," how do you properly present this refreshing beverage to the buyer?
1. Problem and Task
Our task was crystal clear: to create packaging that wouldn't just gather dust on shelves packed with soft drinks, but would actually grab the buyer's attention. But how do you stand out among hundreds of competitors? And most importantly, who exactly are we selling this drink to? We kicked off the project with these very questions.
2. Research
We started not with guesswork, but with a thorough study of the market and consumers. During this process, a very interesting insight emerged: according to observations, 70-80% of mojito buyers are young girls and women.
While kids and teenage boys are mostly sipping energy drinks, the fairer sex prefers to aesthetically enjoy a refreshing mojito. This finding became our primary key to the design.
3. Solution
Since the target audience is predominantly female, the design had to reflect that—it couldn't be aggressive. Instead, it needed to be delicate, elegant, and pleasing to the eye. But there was a fine line to tread:
- Delicacy and recognizability: We gave the packaging maximum elegance without breaking the general visual template characteristic of a mojito. Why? Because a buyer scanning the shelf should easily recognize it in a split second among hundreds of other drinks: "Oh, there's the mojito!" Therefore, we kept classic elements like appetizing lime wedges, mint leaves, and ice cubes, enriching them with a delicate background.
- Colors: For the classic flavor (lime and mint), we chose a light blue shade that conveys icy coolness in the heat. For the strawberry flavor, we selected a refined pastel pink—a color that girls absolutely love.
- Dynamics: The elegant, swirling lines in the background resemble a summer breeze or ripples of icy water in a glass, bringing the visuals to life. Just looking at it makes your throat feel dry and makes you want to take a refreshing sip.
Result
As a result, the Dobro Dobrom mojito received packaging that perfectly aligns with its core audience. Now, it instantly catches the eye with its elegance among the dark, rough energy drinks on the shelves, unmistakably announcing itself to the buyer.
On scorching hot days, seeing such beauty, a buyer's hand will instinctively reach for this exact can.
What do you think? Did we manage to capture that delicate and cool mojito mood? We look forward to your objective feedback!
