Director 
f Taste
Task / Goal
All Jupík products on the shelves got a new design. Our task was to reposition the Jupík brand and create a communication idea that would present its refreshed product portfolio and launch it on the market.
Strategy / Insight
"We take kids seriously."
What makes childhood special is unlimited imagination. Even though parents want their kids to be creative and playful, they often set limits: draw, but keep yourself clean, play, but don’t make a mess; sing, but not too loud...
But Jupík takes kids seriously - it sees their ideas not just as play, but as real creativity. That’s why it supports those ideas, no matter how wild they are.
Creative Solution
The concept gives all kids the space to enjoy the juicy fruit of childhood - carefree imagination.
A space made for creating, boosting their fantasy. A space where creativity is the ALLOWED FRUIT.
