Sochnaya Dolina, one of the leaders in the juice and nectar market, asked us for a redesign as part of a rebrand, a range extension and a shift in brand positioning. The main goals were to make the packaging more distinctive and relevant, develop identity elements and keep the brand recognizable. The redesign set out to raise the brand’s perceived value and create a new visual language that would make the products stand out from competitors on the shelf.

Every Sochnaya Dolina line had to feel part of one family, while each product group kept its own style and codes that were recognizably its own. The drinks shelf, especially for concentrated juices and nectars, is a busy one, and we had to find a combination of visual elements that would make Sochnaya Dolina easy to spot.

We started with the core Sochnaya Dolina juice range and the transformation of the brand’s logo lockup, playing on the prism shape of the carton. This geometric form echoed the pack design and let us work with lines and shapes more organically.

The Sochnaya Dolina logo is the same on every pack, and we did not change it fundamentally, concentrating on the details instead. We made it more modern and crisp, improving its legibility and its link to the idea of naturalness.

Alongside this, we developed a characterful food zone that makes the fruit easier to identify and highlights the natural ingredients. The rebrand gave Sochnaya Dolina a modern, bright, unmistakable visual identity that stands out on the shelf and helps the brand hold its leading position in the market. We created a unified design system and brand guidelines to roll the new look out across all brand assets.