The archive · Design & Visual · Product decision · 2022
Kadoya packs its pure citrus juice in the orange net fresh fruit comes in
To prove the drink is pure citrus, Kadoya wraps the juice bottle in the orange net fresh fruit is sold in, protecting it and boosting its colour.
Kadoya
What it had to solve
Kadoya's citrus juice is harvested in Japan's Wakayama prefecture and made using citrus ingredients alone. A bottle of pure juice still looked like every other drink, so the packaging had to make the single-ingredient truth visible at a glance.
How it works
Kadoya's citrus juice is harvested in Japan's Wakayama prefecture and made using citrus ingredients alone. That single truth was easy to say and hard to see: the drink still sat in a bottle that looked like every other juice on the shelf, so nothing about the pack communicated what made it different.
The packaging idea, led by design studio Maru for client Kadoya, made the product's origin visible by borrowing the one form shoppers already associate with fresh citrus: the orange net. The bottle was designed to mimic the way fresh citrus fruits are sold and came encased in a net, which both protected the bottle and enhanced the colour of the juice inside, while the label was designed to feel nostalgic and tasteful.
The move put the ingredient claim into the object itself. Instead of printing a promise on the front of the pack, the pack reproduces how the fruit is actually bought at market, so the bottle reads as fruit before the shopper reads a single word. The design entered the D&AD Awards archive in the 2022 Annual under Packaging Design, credited to Maru with Kadoya as client.
Why it lands
- The net is a code shoppers already know: it says 'fresh citrus' before any label text is read.
- The borrowed form solves a physical problem too — the net cushions the bottle, and its orange colour visually deepens the juice inside.
- No advertising claim is needed: the packaging itself demonstrates the single-ingredient truth of the product.
- A nostalgic, tasteful label keeps the finished design warm and familiar rather than industrial.
What it did
The pack made the product's pure-citrus claim legible before a word was read: the net reads as fresh fruit, protected the bottle in transit, and visually deepened the juice's colour. The design entered the D&AD Awards archive in the 2022 Annual under Packaging Design.
What you can take
When a product's whole truth is one ingredient, borrow the visual language of how that ingredient is bought raw — the package then proves the claim without a single word.
Since then
Kadoya Citrus Juice was logged in the D&AD Awards archive as part of the 2022 Annual, in the Packaging Design category, credited to lead studio Maru with Kadoya as client. The project stands in the archive as an example of packaging that carries the product's claim in its physical form — a bottle sold the way the fruit it is made from is sold, so the proof needs no copywriting.
Sources
spotted an error? The archive wants to know.
Your turn
You just read one. Describe the brief you are staring at, and see who has been given the same problem.
Free account · 3 free questions · no card