Plus 33 treats meal replacement juice as a desirable object for Raww

The Brand Identity: Meal replacement products tend to be quite clinical in their design. Sparse information hierarchies and sterile whites are what you’d usually expect to see. Paris-based creative studio Plus 33 approached Raww, a premium protein juice brand where each bottle delivers the full caloric intake required for a meal, with a different philosophy. The juices are fresh, organic and carefully formulated. The identity needed to feel equally considered. Founded in 2019, Plus 33 offers creative services spanning graphic design, publishing, illustration, photography and video, with particular expertise in cosmetics and editorial work.

That background proved essential to Raww’s positioning. Rather than treating the product as functional nutrition, the studio approached it as something closer to skincare – an object worth desiring, not merely consuming. The brief called for a bold, pop and colourful identity that could balance premium positioning with genuine accessibility. Total transparency around the product’s composition became central to the approach. “We aimed to create a subtle balance between transparency and aesthetics,” explains Léopoldine Siaud, Founder of Plus 33.

“Instead of viewing the information as a constraint, we wanted to integrate it harmoniously.” The label system structures each wrapping into three distinct parts: the juice name and its presentation, the logo and the ingredient list. This cutting method transforms what could feel like regulatory obligation into deliberate design rhythm. Each label features a carefully selected colour duo that harmonises with the juice itself, ensuring information density never overwhelms the overall aesthetic.

The system lets ingredients take a central place – presented in a clear, didactic way that explains benefits without sounding technical or overbearing. Roc Grotesk anchors the typography, with styles ranging from Extra Light to Condensed Bold creating movement whilst maintaining readability. A single typeface across multiple variations provides hierarchy and reading diversity. Bolder weights announce flavours whilst lighter variants handle ingredient details, all within one cohesive family. The apothecary-style bottle came from a deliberate search for character.

The team wanted to avoid classic plastic caps and sought vessels with charismatic presence. Finding a bottle that was both aesthetically pleasing and compliant with hygiene standards for consumption required exploring numerous suppliers. “The bottle shape evokes care through its roundness, while the label aligns more with the food universe, particularly through colour choices,” Siaud notes. “Together, they form a desirable object.” That tension between pharmaceutical heritage and food appeal runs throughout the identity.

The apothecary reference signals formulation, care and trust – qualities that benefit a product promising nutritional completeness. Yet the vibrant colour palette and playful typography ensure Raww never reads as medicinal. It sits in the gap between wellness and indulgence, serious about its purpose but refusing to be dull about it. The studio's approach to high-end positioning deliberately resisted conventional luxury cues. “We approached it from a different angle: it doesn’t necessarily mean being dull,” Siaud explains. “The quality of the juice should be reflected in the identity.

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The article discusses a significant branding shift for a premium product in a competitive market, which is relevant to brand strategy professionals looking to innovate in product perception.