kühl

Kühl is a canned beverage consisting of mineral sparkling water and fresh fruit juice. The drink comes from Germany, where it’s known as Fruchtsaftschorle, or Schorle for short. Kühl seeks to bring this refreshing German drink to North America. The target audience are affluent individuals between the ages of twenty to thirty-five who seek a healthier alternative to sugary soft drinks, and wish to help others with their purchases. Kühl is made with fresh organic juice combined with mineral water canned at the source. A significant portion of the profits go directly to Aktion Deutschland Hilft, a disaster relief organisation operating around the globe. 

Design

The name Kühl means cool, cold, or chilly in German, all fitting words for a refreshing beverage. The umlaut ü adds to the friendliness and good nature of the brand by resembling a smiling face. The design of the cans are colorful, simple, and bright, aiming to encapsulate the fresh flavours of the drink. The flavors are not only marked by their name but also by cheerful illustrations. The fun factor of the illustrations is increased by offsetting the outlines. The colors also reflect the flavours of each beverage, by using the main color of the particular fruit in different saturation levels coupled with an accent color to elevate the shapes of each fruit. Finally, the typography is simple but warm and inviting at the same time, by using a combination of Futura Round and Archer.