Title	VEIVI: DELICATE BALANCE OF WELLBEING
Brand	VEIVI
Product/Service	VEIVI DRINKS
Category	E01. Food / Drink
Entrant	СHECHENSKIE MINERALNYE VODY Sernovodsk, RUSSIA
Idea Creation	DEPOT BRANDING AGENCY Moscow, RUSSIA

Name	Company	Position
Alexey Andreev	Depot branding agency	CEO
Alexey Fadeev	Depot branding agency	Creative Director
Ksenia Parkhomenko	Depot branding agency	Executive Director
Anastasia Tretyakova	Depot branding agency	Associate Creative Director
Daria Vedernikova	Depot branding agency	Communications Director
Alexandra Fedoseeva	Depot branding agency	Copywriter
Anastasia Tsyrkina	Depot branding agency	Art Director
Anastasia Tsyrkina	Depot branding agency	Designer
Jane Struk	Depot branding agency	Art Director
Farhad Kuchkarov	Depot branding agency	Strategic director
Roman Frolov	Depot branding agency	Strategic manager

Background

Veivi: Delicate balance of wellbeing. Not just a juice brand, but a lifestyle philosophy embodied in a bottle. These cold-pressed detox juices encourage us to enjoy every moment and live our best lives. FOMO (Fear of Missing Out) is the scourge of modern life. It’s that nagging feeling that in some mysterious ‘other’ place people are having the time of their lives, while we’re stuck in the mundanity of ‘here’, missing out on those magical moments. Veivi represents an important first step in self-care. By electing to miss out on something, you empower yourself and your choices. JOMO (Joy of Missing Out) is the cornerstone of the Brand philosophy: encompassing mindfulness, and a complete focus on the here and now, banishing the fear of being “out of the loop”.

Describe the creative idea (40% of vote)

Veivi represents an important first step in self-care. By electing to miss out on something, you empower yourself and your choices. JOMO (Joy of Missing Out) is the cornerstone of the Brand philosophy: encompassing mindfulness, and a complete focus on the here and now, banishing the fear of being “out of the loop”. We designed a brand image that adheres to the principle of leaving behind all that is unnecessary, while concentrating on taste, textures and the unique balance of the best local ingredients. We developed a harmonious, understated product design that reflects the balanced and minimalistic approach encapsulated by the JOMO philosophy. To further bolster the brand identity, we created a special “digital wellbeing” app geared towards monitoring and reducing screen time.

Describe the execution (40% of vote)

We designed a brand image that adheres to the principle of leaving behind all that is unnecessary, while concentrating on taste, textures and the unique balance of the best local ingredients. We developed a harmonious, understated product design that reflects the balanced and minimalistic approach encapsulated by the JOMO philosophy.

List the results (20% of vote)

Veivi packaging was shown to customers at Russian products exhibition. To further bolster the brand identity, we created a special “digital wellbeing” app geared towards monitoring and reducing screen time.