Haskap - the drink of astronaut

O.P.G. Majetić
August 2022
Branding, Packaging

Haskap or honeyberry is a fruit incredibly rich in antioxidants, minerals, and vitamins. It contains up to 10 times more Vitamin C than blueberries, and its total antioxidant capacity is 30% higher than that of Aronia. Originally from Siberia, this superfood can withstand temperatures as low as -47 °C in the winter. Due to its special properties, Soviet astronauts carried haskap juice into space where it was soon pronounced a royal beverage. 

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Haskap - the drink of astronaut-2

It was this fact that inspired us to showcase the astounding quality of the product through its use in an exquisite environment such as space. A pattern of stylized honeyberries decorates the entire area of the metallic label, which is visually reminiscent of space food packaging. Only when the bottle is turned around do we see the entirety of the idea - the pattern actually represents the fruit floating in a zero-gravity space capsule, along with an astronaut looking out into the darkness of space through a window on the label. Once the bottle is emptied, the inside of the label reveals planets of various sizes that visualize the percentage of minerals present in 100 grams of haskap. Through a combination of all these elements, the bottle is transformed into a three-dimensional representation of the product.

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Haskap - the drink of astronaut-5
Haskap - the drink of astronaut-6

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