BRIEF:

Important characteristics of a frozen yogurt are that it includes minimal ingredients and it's fast to make (besides being delicious). The research behind the ravers community taught me that, while the aim is to quickly heighten the sensual experience through narcotics, their culture is all about the "PLUR" motto: peace, love, unity and respect. So how to create a brand concept that integrates the ravers' mantra, to the point that the community will welcome the product as one of them and becomes part of their liberating ritual experience?

Through the brand values of support, comradeship and liberty, the aim was to create a packaging based on the concept of an experience that goes past normal limits.