Frecious Young


Art direction, design, illustration and copywriting.

Frecious Young

Frecious Slowjuice is an organic screw-pressed juicery on a mission: Help people eat more vegetables. Or in this case, drink them.

And who’s a better target for this mission than kids? We’ve been trying to make them eat vegetables for centuries anyway, so it’s about time we try a different approach. But liquid or solid, the challenge remains the same: how to get kids onboard with this?

Old label vs. New label

Why Young and not just Kids

The kids juices are made with youngsters aged 3-12 in mind. We were already over our heads trying to make them drink vegetable juices, so to add insult to injury and call 10, 11 and 12 year olds kids on top of everything felt like a little too much.

We decided to call the line Young instead, because nobody minds being called young, am I right?

Lucky Lions and Witty Whales

Everybody likes stories, especially little humans. We all grew up listening to tales of brave, smart and hard working heroes, wanting to be like them.

Frecious was already on a conceptual path when they named their juices after animals using the colours of the juices as a starting point. The next step was to update the names and give them a story.

So we made a list of cool animals and another one of positive human qualities, and played a game of name alliterations.

Who wouldn’t want to be a Lucky Lion? Or perhaps as Witty and wise as a Whale? The juices became elixers that grant their drinkers the qualities of the protagonist they represent.

A little funky fellow enjoying a Funky Frog

How frogs hug and bees sing

We’ve already established that vegetable juices are not a hot topic for kids. So in addition to visual storytelling and using diversion tactics, we felt like we had to come up with some kind of persuasive plan for when all else fails.

That’s how “Dobbel Trouble” was created: a complimentary dice game designed to punish parents (or whoever is responsible) for the ugly crime of making a child drink a vegetable juice.

Rules of the game: The victim downs the 100ml bottle in one go. After a quick recovery, they roll a set of two dice and dare their enemy for payback. One dice represents an animal, the other some kind of action, the perpetrator must act out the combination.

We tried our best to make the game as absurd as possible, encouraging kids to drink a vegetable juice first to be able to play. However, I’m still left to wonder: how do frogs hug? 🐸

What looks like an attempt to dance like a bee.


Work done in collaboration with[](