--- title: "A Lemonade Turned Upside Down: Strong Shelf Impact With Iconic Brand USP" url: https://justblue.de/en/works/orangina/ date: 2024-11-22 modified: 2025-11-24 author: "Sophie" image: https://justblue.de/wp-content/uploads/2024/11/justblue_orangina_header.png type: works lang: en --- # A Lemonade Turned Upside Down: Strong Shelf Impact With Iconic Brand USP ![Background image](https://justblue.de/wp-content/uploads/2024/11/justblue_Orangina_Banner-1024x576.png) ![Background image](https://justblue.de/wp-content/uploads/2024/11/justblue_Orangina_Banner-1024x576.png) ## What its about For Orangina, the natural premium lemonade with real fruit pulp, we were tasked with translating the campaign idea “Shake It Up” onto the beverage can. The goal was not just to highlight the need to turn the bottle upside down to mix the fruit pulp, but to encapsulate the brand’s core attitude. Orangina embodies a sunny, positive vibe and a playful zest for life, and the can needed to match the iconic Orangina bottle in its design impact. The overarching campaign concept revolved around Orangina’s unique feature: its high fruit pulp content, which calls for a quick shake before opening. Under the motto “Flip It”, this action was elevated into a brand philosophy, encouraging people to change perspectives and find the silver lining in everyday challenges. ![](https://justblue.de/wp-content/uploads/2024/11/justblue_orangina_videomoodassetrangeshot.gif) ![](https://justblue.de/wp-content/uploads/2024/11/justblue_Ornagina_Can.png) ![](https://justblue.de/wp-content/uploads/2024/11/justblue_Orangina_Orangen-1.png) ![](https://justblue.de/wp-content/uploads/2024/11/justblue_Ornagina_DosenHAnd.png) ![](https://justblue.de/wp-content/uploads/2024/11/justblue_Ornagina_Kasten.png) For the can design, we focused on the iconic bottle shape and the shaking motion as a striking visual cue. One side of the can features the Orangina bottle upside down, while the other shows it upright. This created a unique, high-visibility design with strong shelf impact, reinforcing the brand’s playful positioning. We also designed the new 6×1-liter beverage crate, a project that posed several challenges. The crate design needed to reflect Orangina’s brand values, meet communication objectives, and remain functional, all while maintaining a timeless aesthetic capable of lasting 15 to 20 years. The result is a modern crate with a distinctive, brand-centric look that clearly communicates Orangina’s message. The signature Orangina blue and prominent logo placement enhance shelf visibility, while the highlight feature – the orange peel texture – underscores Orangina’s premium image. A side opening adds practicality by making it easy for consumers to differentiate between flavors at a quick glance. ![](https://justblue.de/wp-content/uploads/2024/11/justblue_Ornagina_Orange.png) ![](https://justblue.de/wp-content/uploads/2024/11/justblue_Orangina_Kasten-e1732268964412.png) ## Other Cases [![](https://justblue.de/wp-content/uploads/2026/05/justblue_dmbio_logo_teaser.jpg) **dmBio** **Preserving identity, enhancing clarity: The dmBio logo evolution** Brand Design](https://justblue.de/en/works/preserving-identity-enhancing-clarity-the-dmbio-logo-evolution/) [![](https://justblue.de/wp-content/uploads/2025/06/justblue_norden_dry_gin_teaser.png) **Norden Dry Gin** **Norden Dry Gin – Authentic Clarity from the North** Brand Strategy](https://justblue.de/en/works/norden-dry-gin/) [![](https://justblue.de/wp-content/uploads/2025/07/justblue_NIVEA_Teaser-scaled.png) **NIVEA** **Partner from Head to Toe: Over Two Decades of NIVEA** Packaging Design](https://justblue.de/en/works/nivea/) [![](https://justblue.de/wp-content/uploads/2026/04/justblue_persil_Teaser-scaled.png) **Persil** **Persil: Reimagining Deep Clean – a relaunch design balancing performance and emotion** Brand Design](https://justblue.de/en/works/persil-reimagining-deep-clean-a-relaunch-design-balancing-performance-and-emotion/) [![](https://justblue.de/wp-content/uploads/2024/08/justblue__RUF_Packaging_teaser.png) **RUF** **Category Codes in the Shelf: A Heritage Brand Finds Its New Look** Packaging Design](https://justblue.de/en/works/ruf-packaging/) [![](https://justblue.de/wp-content/uploads/2024/08/justblue_Teaser_dmBio-1.png) **dmBio** **Everything for the Love Brand: Branding, Strategy, and Content Creation** Communication](https://justblue.de/en/works/dmbio-kommunikation/) [![](https://justblue.de/wp-content/uploads/2024/11/justblue_Pfanner_Mystery_teaser-scaled.png) **Pfanner Mystery** **Top Secret TasteTEE: Awareness Campaign and Gamified Packaging Design** Communication](https://justblue.de/en/works/pfanner-mystery/) [![](https://justblue.de/wp-content/uploads/2024/11/justblue_Pfanner_Melonise_PageImage.png) **Pfanner** **From a Design to a Hashtag: Emotional Awareness Campaign for Gen Z** Communication](https://justblue.de/en/works/pfanner-melonize/) [![](https://justblue.de/wp-content/uploads/2024/08/260213_dmBio_Teaser-01-scaled.png) **dmBio** **The dmBio Success Recipe Relaunch, Roll-Out, Over 1,200 SKUs and Long-Term Partnership** Packaging Design](https://justblue.de/en/works/dmbio-packaging/) [![](https://justblue.de/wp-content/uploads/2026/06/justblue_RUF_baerchen_Rufus-1.jpg) **RUF** **More Than a Sales Promotion: The RUF Bear Family as a Brand Asset** Communication](https://justblue.de/en/works/sammellust-statt-sales-promo-die-ruf-baerchen-family-als-brand-asset/) [![](https://justblue.de/wp-content/uploads/2024/03/justblue_bitburger_teaser-scaled.png) **Bitburger** **Bitburger: Holistic Branding for a Heritage Brand** Packaging Design](https://justblue.de/en/works/bitburger/) [![](https://justblue.de/wp-content/uploads/2025/09/justblue_vantastic_teaser.jpg) **Vantastic** **Vantastic Foods – The Happy Rebel in a World of Preaching** Brand Strategy](https://justblue.de/en/works/vantastic-foods-the-happy-rebel-in-a-world-of-preaching-2/) [![](https://justblue.de/wp-content/uploads/2024/03/bahlsen-thumb-placeholder.png) **Bahlsen** **Brand Activation During the Christmas Rush: Impulse Purchases Through Seasonal Relevance** Packaging Design](https://justblue.de/en/works/bahlsen/) [![](https://justblue.de/wp-content/uploads/2025/10/justblue_Rama_Cremefine_Bottle-scaled.jpg) **Rama** **Rama Cremefine: Down-To-Earth. 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