“Easy to drink – hard to explain.”

Valio introduced a new milk based Yuju drink to the market. The product is a milk based, juice like refreshment, very popular in Japan and… well, it’s actually quite hard to explain.

This, easy to drink – hard to explain, was the inspiration for the illustration style used in Yuju series. It was super fun to dive into the deep end of creativity. Alfonso and the team from Hasan & Partners really pushed the crazyness, wacky characters and weird little details to the image. “It was interesting how everybody encouraged with the crazyness. In advertising, you intuitively want to kind of steer away from all that too crazy stuff, but not this time, oh no…”, says Jonna.

For the whole Piñata team, it was just amazing to work on this really open brief and creatively encouraging project. That too, is really quite hard to put into words.