The category of fruit juices, drinks and nectars is highly competitive in Poland. Fortuna, one of the main players on this market, was the first to decide that only 100% juices with no sugar added should be kept in the portfolio brand’s.

To create a new packaging design and a new brand identity for Fortuna in order to emphasize its unique, healthy offer – a portfolio composed solely of 100% unsweetened juices.

The Fortuna logo has taken a new shape – an ellipse, which has enhanced exposure of the brand name, while presenting the logo as expressive and friendly. The four-leaf clover relates to the brand name, accentuating the message of fortunate life. A panel was also incorporated into the packaging, with the purpose of grouping all rational product attributes, in order to communicate the product’s beneficial effects on health. The panel is complemented by large scale images of fruit, which, with almost photographic precision and without the use of unnecessary graphic gimmicks, communicate the appetizing and natural qualities of the product.