Citrus Magic

When the other agencies based their design proposals in citrics, Tridimage did magic and won the Makeover Challenge!.

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Every year, the prestigious American magazine Package Design Magazine invites four International packaging design agencies to participate on their Package Makeover Challenge contest.

Each firm had total creative freedom to revitalize a product line that urgently needed a branding and packaging design revamp.

Citrus Magic’s all-natural products offer results that outperform the competition, and we at Tridimage were impressed by how consumers have been voicing their praise of the magical results.

What was missing was the emotional part of their packaging. We think that design brings stories to life. People today are looking for experiences, and for stories to bring those experiences to life.

We crafted an engaging brand story for Citrus Magic that is all about the magic that is behind their unique products. Magic is the art of performing illusions that amaze by achieving something impossible with common elements, just like this brand’s formulas. We decided that each product’s package would feature a different magic act performed with ordinary citrus fruits as a powerful and ownable visual metaphor of Citrus Magic brand’s attributes and values.

Each package structure has it own 3D personality while clearly belonging to the same product family. Closures and actuators were integrated to the overall shape to obtain a minimalist 3D image, and full-body shrink sleeve labels allow a perfect integration of graphic branding and structures.

Our team certainly showed how we can seamlessly combine structure and graphics in the Makeover Challenge redesign project, as Package Design Magazine readers voted our packages the best overall re-design.

Tridimage became the first and only Latin American agency to win the prestigious Package Design Makeover Challenge award.