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.