otto Setouchi Citrus Juice

otto Setouchi Citrus Juice

Client: otto
Design Company: CUT LEMON
Art Direction / Design / Photography: Ryo Takatsuka
Country: Japan

There are more than 200 varieties of citrus when classified in detail. Each has its own distinct character—not only in shape and flavor, but also in use, name, place of origin, and history.

With otto, we sought to create an approachable entry point for people who like mandarins but don’t know much about them, pursuing a light and engaging form of expression. Rather than overwhelming the audience with information, we chose to communicate through simple graphics and light, digestible messages—just enough to make people think, “That’s interesting.” This restrained approach was designed to gently draw people in.

With each sip, an unfamiliar world of citrus softly unfolds, naturally sparking curiosity. It’s a juice that invites you to explore citrus without even realizing it.