MILF Juice
Location: Beirut, Lebanon
Sector: FMCG, Alcoholic Beverage Industry
B2C Analysis
Creative Strategy
Creative Direction
Visual & Brand Guidelines
Editorial & Print Design
This side project is a personal work in progress. In collaboration with a few girlfriends, 'MILF Juice' was born over a hilarious and considerably tipsy zoom catch-up call.
THE BACKGROUND:
Universal colloquialism - Voraciously borrowed from the current and westernized "pop culture", 'MILF' by definition, is a sexually attractive older woman, typically one who has children. While the term, realistically, is not always used in a derogatory fashion, still its critical and naturally female-oriented prevalence in today's society, is what planted the seed for this creative endeavor.
The lead-up story is very simple really; One of my friends was shopping in a downtown grocery store, and got the infamous "MILF catcall" - The rest, as they say, is what kickstarted this fun and worthwhile experiment.
THE EXECUTION:
What if we took these disparaging terms, in this particular case, centered around fruits - think infamous peach emoji 
- and created a tasty beverage i.e "MILF Juice", that's both a thirst-quenching and refreshing pick-me-up drink, while also serving to bring an educational and informative spin to these icons and terminologies, to the masses.
The objective isn't to give a sermon or come off as preachy, but to raise awareness through the clever use of satire, sarcasm, and word play - Yes, this a fruit-infused collection, but the specific fruit in question, is not only indicative of the flavor you're about to drink, but also its connotation in our modern yet objectified society.
Strawberry, peach, and cherry are the first to hit your taste buds, with watermelon, pineapple, banana, and lemon to follow.
FUN FACT:
Currently working on creating and developing both AR (Augmented Reality) and MR (Mixed Reality) filters, for when these sassy beverages hit the shelves.
