About a project
Vita Joy is a haskap berry farm located along the scenic banks of the Neris River in Lithuania. The juices it produces are rooted in this specific landscape - not only geographically, but culturally. The packaging was conceived as an extension of that origin: a visual language that moves beyond category conventions and expresses a distinct sense of place. Within the juice category, visual identity typically falls into two predictable extremes: either reductive minimalism, now oversaturated and interchangeable, or naïve, grower-led aesthetics, where the raw ingredient is simply depicted and labeled. Vita Joy deliberately avoids both. Instead, the design introduces a third direction — one that merges local cultural depth with a refined, premium sensibility.
Cultural Reference and Creative Approach
The visual concept is informed by the legacy of Lithuanian illustrator Birutė Žilytė-Steponavičienė, whose work has shaped generations through its poetic interpretation of folklore and nature. This project does not seek to replicate her style, but rather to engage with its underlying spirit: a worldview where nature is animated, symbolic, and slightly surreal. The packaging draws from this sensibility - embracing mysticism, narrative, and emotional resonance - while translating it into a contemporary design language.
Visual Language
At the center of the composition, haskap berries are reimagined not as static ingredients, but as living, character-like forms. They appear almost sentient: dynamic rather than decorative, expressive rather than descriptive, suggestive rather than literal.
The berries release juice as if it were energy, dispersing their properties into the surrounding space. This gesture becomes a metaphor for vitality and transformation.
Accompanying symbolic motifs extend this narrative:
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a brain representing cognitive support,
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a lightning bolt signifying energy,
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a heart for cardiovascular wellbeing
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a mystical eye evoking vision.
These elements are not presented as functional claims, but as poetic interpretations of benefit — subtle visual cues embedded within a larger, almost mythological composition.
Conceptual Essence
The Vita Joy label is conceived not as an informational surface, but as a storytelling medium. It transforms a natural product into:
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a cultural artifact
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a sensory experience
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a narrative object
By blending contemporary packaging design with echoes of Lithuanian artistic heritage, the project creates a distinct identity that feels both rooted and elevated. The result is a premium expression where haskap berries are no longer merely an ingredient, but agents of vitality — active, expressive, and alive.