The design of the Sunkist Fresh Juice Box features colourful and decorative illustrations of fresh fruit, in contrast to the photorealistic images prevalent in the existing commercial juice market. The new packaging design aims to stand out from the competition, while presenting a friendly image to consumers. The distinctive illustrations emphasise the colour of the fruit from which each juice is made and thus instantly draw the attention of customers. The contours of the PET bottle allow for a comfortable grip when drinking or pouring juice. Furthermore, the logo is embossed on the upper third of the bottle, which also facilitates grip.