Caprisun + Electrolytes
Caprisun: Elevating Capri-Sun
into Functional Hydration
Project Included: Design Strategy, Packaging Design, Art Direction, Illustration Design
The Brief
Caprisun set out to expand into the functional drinks space with a new electrolytes range, designed to support hydration and everyday energy. The challenge was to introduce this more performance-led proposition while remaining recognisably Caprisun. The product needed to appeal to a slightly older, more active audience, without losing the brand’s core sense of approachability and fun. At the same time, the benefits of electrolytes, vitamins, and low-calorie positioning needed to be communicated clearly and quickly.
The Challenge
The core challenge was balancing two distinct territories: functional credibility and brand familiarity. Electrolyte drinks typically lean into serious, technical visual codes, while Caprisun is known for its playful, expressive identity. Moving too far in either direction risked either losing trust in the product’s efficacy or diluting brand recognition. There was also a need to introduce a clearer hierarchy of information, ensuring that key benefits such as magnesium and vitamins could be understood at a glance, without overwhelming the pack.
The Solution
A more structured layout introduces clarity and confidence, with a bold “Electrolytes” panel and clear benefit callouts to establish functional credibility. The Caprisun logo remains central to maintain familiarity, while vibrant fruit visuals and energetic graphic elements bring back the brand’s sense of freshness and optimism. The result is a design that clearly communicates function while staying true to the Caprisun brand.
