Plus 33 treats meal replacement juice as a desirable object for Raww

Meal replacement products tend to be quite clinical in their design. Sparse information hierarchies and sterile whites are what you’d usually expect to see. Paris-based creative studio Plus 33 approached Raww, a premium protein juice brand where each bottle delivers the full caloric intake required for a meal, with a different philosophy. The juices are fresh, organic and carefully formulated. The identity needed to feel equally considered. Founded in 2019, Plus 33 offers creative services spanning graphic design, publishing, illustration, photography and video, with particular expertise in cosmetics and editorial work. That background proved essential to Raww’s positioning. Rather than treating the product as functional nutrition, the studio approached it as something closer to skincare – an object worth desiring, not merely consuming. The brief called for a bold, pop and colourful identity that could balance premium positioning with genuine accessibility. Total transparency around the product’s composition became central to the approach. “We aimed to create a subtle balance between transparency and aesthetics,” explains Léopoldine Siaud, Founder of Plus 33. “Instead of viewing the information as a constraint, we wanted to integrate it harmoniously.”