ANA ARE had built its reputation the honest way — through real fruit, clean processes, and a genuine commitment to preserving flavour and nutrients the way nature intended. The product was good. The packaging was not. Lost on shelf, indistinguishable from a dozen competitors, the visual identity failed to communicate what made ANA ARE worth choosing.

inner*pride was brought in to close the gap: develop a positioning strategy and redesign the full packaging range so that the product on the outside finally matched the quality on the inside.

We started where the brand's truth was clearest — in its simplicity and warmth — and worked outward from there.

White became the anchor. In a category dominated by photography-heavy, colour-saturated packaging, restraint was the most radical move we could make. The white ground wasn't empty; it was editorial. It said nothing to hide.

The logotype was drawn with intention — bold, uppercase letters with the deliberate imperfection of a child's hand. Not naive by accident. Naive by conviction. It signals honesty at a glance and sets ANA ARE apart from every brand trying to look premium through complexity.

Fruit illustration followed the same logic. We stylised each fruit into flat, characterful forms — warm, tactile, unmistakably hand-made. No stock photography. No hyper-realism. The illustrations feel like they belong to a world where things are made with care.

The mascot, ANA herself, was the most demanding part of the work. We needed to give her a personality that was playful without being childish, charming without being generic. Over 200 sketches were drawn before she found her voice. The result is a character with genuine expression — curious, joyful, a little mischievous.

The full range — 1L, 2L, 3L — was redesigned within this new system. The 200ml format received its own strategic treatment: a composition where ANA takes centre stage, speaking directly to children as the primary audience and their parents as the decision-makers. Same brand world, different hierarchy.

Sales nearly doubled within the first year of launch.

ANA ARE is now visible on shelf — not just present. The brand has a personality that consumers recognise and return to. The portfolio continues to grow, supported by a visual system built to scale.

Sometimes the right design doesn't shout. It just becomes impossible to ignore.