CONSUMER PERSPECTIVE

Lack of Transparency/ Visibility of the Juice

In cluttered retail environments, the black packaging of Storia Juices stood out but lacked product visibility. This made it hard for customers to inspect the product, leading to perceptions of untrustworthiness and making it look dull compared to competitors with brighter packaging.

Dust accumulation easily visible on the matt black bottles

Black packaging had the tendency to show dust and fingerprints, making the product look unclean and less hygienic. Most customers also perceived dusty packaging as old or poorly maintained, which was off-putting and detered them from making a purchase.

SEMIOTIC PERSPECTIVE

Heat Absorbent Black used  for Cool Juice Drink

Heat-absorbent black packaging for juices contradicted the refreshing benefits typically associated with such products. To convey a refreshing effect, packaging needed to avoid darker shades, as matte black, in particular, was far from conveying a sense of refreshment.

Dust accumulation easily visible on the matt black bottles

Black packaging is typically associated with spicy foods and liquor, conveying boldness, luxury, and exoticism. For fruit juices, which should evoke naturalness, freshness, and vitality, this colour choice was a poor fit.

To use black packaging effectively, a fruit juice brand would need to position itself as exotic or premium, which did not align with the brand's core identity.

Fruit shots to be appetizing and not plain

The fruit images on Storia juice bottles appeared dull and lacked vibrancy, making the overall design look boring and unappealing to customers.

Incorporating vibrant, fresh elements like splashes or floating fruit could enhance the visual appeal, making the design more engaging and tempting.