33% of all fruit grown around the world will not be eaten. Despite all time, all water and all energy put into the process, every three kilos of all cultivated fruit is wasted. Just because it’s too mature, has been stained or bumped, is the wrong size or has any other blemish.
Instead of wasting the fruit that couldn’t be sold in the grocery stores, fruit that was damaged but still taste good, ICA decided to take advantage of the situation. The end result was three different fruit juices, made from rescued fruit that otherwise would have been thrown away.
We wanted to create a design that communicates both the great taste and the whole idea behind the juice.