Mea Culpa

Creative idea

Things happen. A hangover, overeating, or sleepless scrolling. Nobody plans it - it catches up, and you feel sorry. Not guilty enough to change, just sorry enough to say so. In a category built on discipline, we didn't sell another clean-living lecture. We said the quiet part out loud: even the healthiest people slip. We created the brand name, concept, logo and packaging design for Mea Culpa, a functional beverage. Each label is an apology to your body - 'forgive me, belly.' The mirrored surface lets you see yourself reading it. Mea Culpa is how you say sorry and detox simultaneously.

Brand name: Mea Culpa
Advertiser / client: Mea Culpa, MB
Product / service: Naturally fermented functional beverages
Campaign name: Mea Culpa
Agency network: INDEPENDENT AGENCY
Agency: Not Perfect Vilnius
Web address: https://meaculpadrink.com
Executive creative director: Marius Lukošius
Creative director: Viktorija Rumiancevaitė
Art director: Viktorija Rumiancevaitė
Copywriter: Marius Lukošius
Designer: Lukas Misevičius
Account director (agency): Vita Musnikienė
Photographer: Vaidas Jokubauskas