27588
Comprehensive development of the FETÉN brand, an Andalusian organic juice brand that seeks to bring together flavour, sustainability and local culture through a coherent and contemporary visual concept.
Elisa Cabello Díaz
Raquel Marín Álvarez
2026
The project addresses the complete brand-building process, from the initial research phase to the graphic development of the final packaging, with the aim of presenting a strong, distinctive proposal aligned with the new demands of the organic market.
One of the fundamental pillars of this project is the packaging design, conceived from an ecological and functional perspective. FETÉN juices are presented in glass bottles, a recyclable material ideally suited to preserving the quality and freshness of the product, thereby reinforcing the brand’s environmental commitment.
The label is printed on sustainable adapted paper, specially selected for its responsible sourcing and optimal performance on glass packaging. This approach ensures a carefully crafted, tactile and natural aesthetic result that reflects the product’s organic essence.
Project challenge
The challenge of the FETÉN project lies in building a distinctive proposal capable of integrating certified organic quality, cultural identity and design, articulating these three pillars within a coherent and competitive system.
This involves not only incorporating sustainable criteria — such as the use of glass bottles and paper labels — but also turning them into an active part of the brand’s positioning, providing genuine added value in comparison with competitors. At the same time, the project addresses the challenge of translating a narrative linked to Andalusia into a visual and material language that feels authentic and relevant to consumers.
Market analysis reveals the existence of an audience willing to value this combination of factors, reinforcing the project’s viability. In this context, the challenge is not merely formal but strategic: to define an identity and communication system capable of connecting quality, culture and design, aligning every decision with the real expectations of the market.
Student inspiration
The proposal draws inspiration from the values that define the essence of the brand, translating them into design as structural principles: authenticity, sustainability and closeness.
Authenticity is expressed through an honest representation of the product, where every element seeks to reflect the true flavour and identity of the fruit, avoiding unnecessary artifices. Quality is understood as a commitment to detail and consistency, present in every decision, from material selection to graphic execution.
Sustainability acts as a cross-cutting criterion, incorporating recyclable materials and responsible processes that reduce environmental impact. At the same time, the idea of freshness is conveyed through a clean and direct visual language, capable of evoking the feeling of a freshly made product.
Closeness is articulated through warm communication linked to Andalusian culture, bringing identity and emotional connection. Finally, the relationship between tradition and innovation is resolved through a balance between cultural roots and contemporary design, allowing the brand to project itself into the present without losing sight of its origins.
The system is also conceived as adaptable, allowing its application across different flavours without losing coherence. To achieve this, a balance is established between constant elements — ensuring recognition — and controlled variations — allowing each product reference to be differentiated.
Overall, the process is aimed at building an identity that combines naturalness, culture and contemporaneity, so that the design not only represents the product but also reinforces its perceived value and establishes a clear connection with the consumer.
For the development of the project, the Adobe Creative Cloud suite was primarily used, employing different software according to each stage of the process:
Adobe Photoshop
Editing, manipulation and composition of the photographs.
Creation of graphic elements, typography and vector assets.
