Watt´s | Chile | Packaging design | Restyling
The Challenge: Perspective vs. Experience
What’s harder than updating a leading brand that hasn’t been touched in years? Doing it in a pitch against the client’s own in-house team.
That was the challenge with Watt’s, one of Chile’s leading food brands. The brief for their juice range was clear: the current label was “noisy,” the logo repetitive, and the whole fruit graphic failed to communicate the freshness the product deserved. They needed to amplify “natural” and clean up the message.
The in-house team had the advantage of experience. We had perspective.
We understood this wasn’t just an aesthetic challenge; it was a compositional one. How do you convey “freshly harvested” while also achieving a “clean” label?
We presented two paths. The winning proposal wasn’t a radical reinvention, but a classic, clear, and honest composition:
Real Fruit: We showed both the whole fruit (its peel) and a slice (its interior), communicating authenticity.
Context, Not Noise: We replaced the busy background with a clean wooden sign, like one you’d find in a field, and a subtle background of green leaves with plays of light and shadow.
The result: Zero noise, all natural.
The design was the undisputed winner of the pitch. It was so on-target that the client requested only minimal, purely executive changes.
The final look & feel breathes freshness, with leaf-and-drop backgrounds (green for regular, light blue for 0%) and wooden elements that anchor the “natural” message. It stands as a perfect case of how a clear design strategy wins against the “that’s how it’s always been done” mindset.