Team Créatif
Pago Since 1888 Premium Fruit logo on orange slices

BOTTLING INTENSITY

Challenge: Modernise Pago without losing the distinctive assets that had built its recognition, while bringing greater consistency across flavours, formats and markets.

Group and company: Part of Eckes-Granini, Pago is a heritage fruit juice brand dating back to 1888, recognised for its distinctive green bottle and strong presence in out-of-home across more than 30 countries.

Potential: Build on what people already recognised — the bottle, colours and fruit — to create a more contemporary and premium expression, with a system capable of organising a broad international portfolio.

Before/after of the green glass Pago Orange bottle and its label

Creative Solution

BEYOND FRUIT DECORATION

Fruit had always been central to Pago, but it needed to do more than indicate a variety. We turned it into a true brand asset: generous, expressive and composed according to consistent principles to convey the intensity of the juice and give Pago a recognisable and distinctive visual language.
Pago label system by fruit and bottle range: Orange, ACE, Blackcurrant, Lime Lemon, Strawberry

FRUIT AT THE HEART OF THE SYSTEM

The ‘FRUIT ORCHESTRA’ composition becomes a flexible architecture rather than a fixed illustration. Its structure ensures strong recognition and consistency across the range. Ingredients, colours and combinations evolve with each recipe, making varieties easier to identify.
Young woman holding a glass of orange juice and a Pago Orange bottle, 'Juice do it'

A STAGE FOR FLAVOUR

The system gives each flavour its own space for expression. Fruit, colour and pack create a distinctive world for every recipe, while the green bottle and Pago identity maintain an immediate connection to the brand.

BUILT TO EXPAND

These principles extend beyond the core range to communication, new formats and propositions such as smoothies. Rather than recreating a language for every extension, Pago now has a recognisable system that can evolve with its portfolio.
Pago 'Stay Juicy' billboard with young women drinking Pago by the water
Smartphone showing a Pago Orange bottle

RESULTS

ONE LANGUAGE, MANY EXPRESSIONS

Pago’s established assets now work as one coherent system. The green bottle, fruit, colour and communication each have a defined role, strengthening consistency across flavours, formats, channels and markets while preserving what makes the brand immediately recognisable.
Pago Smoothie range: cherry-blackcurrant & rose, mango-coconut & sweet chilli, orange-carrot & ginger, apple-pear & cinnamon