Hellomello

Hellomello is a naturally refreshing watermelon fruit juice. The core audience is women aged 18 to 30 who are into sport, enjoy good drinks and are highly style-oriented, with a strong presence on Pinterest and other social channels.

That audience profile drove the design more than the product did. A drink that lives on Pinterest has to survive being seen at thumbnail size, out of context, next to a hundred other images — which rules out anything that depends on fine detail or a long read.

The identity is fresh and fun: an illustration that states the contents at a glance, paired with handwritten typography that gives the brand a voice rather than a label. Vivid colours anchored by a corporate watermelon tone make the product instantly identifiable in a feed, on a shelf or held in someone’s hand — which, for this audience, tend to be the same moment.