Such sustainability minded products are finding a larger audience in an increasingly socially-conscious marketplace, and it is fundamental to their success that their overarching brand identity clearly communicates this key point of difference to consumers.

We were engaged to develop a brand identity and packaging system that struck a balance between two conversing goals: appealing to a modern, progressive audience, while simultaneously reflecting the organisation’s traditional processes and long history in the industry. The brand identity and packaging system utilise a half-tone pattern, an antiquated printing process in which tone is expressed with dots of differing size and proximity, which evokes a feeling of the past, and playfully alludes to the round shape of citrus and the dimpled texture of its skin.

Venus Citrus’ packaging serves as a useful example of how even a primarily functional item represents an opportunity to create a dynamic, strongly-branded touchpoint, that can be instrumental in increasing people’s awareness of a brand.

Subsequent to its successful implementation, this work was recognised at the national Australian Graphic Design Association (AGDA) Awards held in 2015.