2022 Winners & Shortlists

Cultural / Context information for the jury

Barakat is one of the oldest fresh juice brands in the UAE and while it is loved by millions, not everyone knows that Barakat is actually a proudly local brand that's all about fresh products with zero additives or preservatives. The alarming obesity rates in the UAE and the common purchase behaviour that entails shoppers making decisions based on enticing packaging (while ignoring the ingredients label at the back, and the impact of their consumption on their health) led Barakat to shed light on the importance of reading labels and raising awareness over what people are consuming - while, of course, highlighting their main point of difference vs their competitors: a fresh and healthy product.

Tell the jury about the art direction.

We stripped everything out from the Barakat bottles - product claims, images, slogans - and left on it only what matters: the ingredients label. As simple as it can be - just our products. Just fruit, with zero additives or preservatives.