Night Vision

The old wives’ tale of carrots helping us see at night was originally a piece of WW2 British propaganda, shared in a bid to explain the improved accuracy of their airforce pilots who were using groundbreaking new radar technology.

Night Vision is a delicious carrot juice that plays on the topic, highlighting the origin of the myth that’s been passed down through generations.

The goal was to create a brand that could stand out in the competitive beverage space while capturing the humour and intelligence behind the story. It needed to feel premium and design-led, yet playful enough to make people smile and share the connection between the name and its quirky origin.

Calico was on board from day one; leading the naming, visual identity, and packaging design.

The concept blends retro military cues with clean, modern design to balance nostalgia and freshness.

Typography and colour choices nod to wartime posters and aircraft insignia, while contemporary illustration and minimal layouts give the product shelf appeal and modern credibility.