A citrus nobody could pronounce

Yuzzu brews small batches of sparkling yuzu soda in a converted garage. The drink was great. The cans were plain silver with a sticker, and the sticker kept peeling off in the fridge.

The problem

Supermarket shelves are a shouting match, and nobody knew what a yuzu was. People had to pick up the can before they could say the word.

The process

We treated every can like a tiny billboard.

1. Big name, bigger letters. YUZZU runs down the can in letters you can read from the next aisle.

2. One colour, no exceptions. Orange and white on every can, box and coaster, so a stack looks like one big poster.

3. Packed for picnics. The four-pack box opens into a little table mat, because that is where these cans end up anyway.

The result

The first batch sold out at a weekend market, and two cafés asked for a fridge sticker before we had designed one.

So we designed one.