A healthy step for Hatsu
When trendsetting beverage brand Hatsu asked 3D artist Alejandro Herrada to be the art director behind the campaign launching its brand new Veggie Milk, the 22-year-old designer was flattered, yet skeptical. Veggie milk? In Colombia? But last July saw the launch of Hatsu-brand almond milk and a coconut-based drink, a big step for a company renowned for its innovative iced tea beverages and dynamic branding.
Alejandro Herrada’s campaign launching Hatsu Veggie Milk was awarded Best of Behance in the category of Illustration.
With four flavor to work with, Herrada created patterns to match each profile. The result is a youthful campaign exploding color, in which the protagonists are pictured floating in a supposed zero-gravity zone, flanked by kitschy pastel-colored, polka-dotted, and striped objects that evoke the Memphis Group of the '80s.
The launch of Hatsu’s new product took place at the Arte Loft gallery in Medellin, and was presented as an artistic installation featuring Herrada’s design at the center.
Hatsu’s entry into the health food world is not unwarranted, with consumer trends indicating that millennials are more inclined towards healthy eating and more open to innovative products with functional benefits than their predecessors. Plus, Hatsu’s DNA is geared towards conscious beverages that follow healthy consumer trends. hatsu.co