Responsive / Initial Ideas / Task 2

12 / 11 / 13

1st CHOSEN BRIEF.

PURDEY'S WELL-BEING BEVERAGES.

D&AD - 13 / 14.

Creative Challenge.
Repackage Purdey’s Rejuvenate and extend its range to include one new product – Purdey’s Natural Energy. 
With the world increasingly looking for products that work in harmony with our bodies, it’s time for Purdey’s, in its own way, to share its secret more broadly. Your challenge is to create packaging designs which enable this to happen, without losing the curiosity of the brand. 

Target audience

With the belief that wellness is a state of mind as much as a physical state, Purdey’s has developed a loyal following among those who seek balance and sustainability in the way they choose to live. Aimed at an active, on-the go audience looking for a pleasant lift. Although health conscious, these people aspire to live a happy and healthy lifestyle rather than make hardcore sacrifices. 

Considerations

• Ensure that your designs retain the individuality of the brand, but enable it to appeal to more people. Purdey’s visual identity came as a by-product of packaging that was developed to protect its functionality (the silver wrap shields the drink’s light-sensitive botanicals). This has resulted in packaging like no other soft drink; any proposal must bear this in mind and build on this ethos.

• Don’t be limited by what health drink / soft drink packaging is “supposed” to be. Consider a packaging solution that breaks category conventions to truly stand out on the shelf.
• How can the packaging develop as the consequence of adding another variety to the range?
• How do the products interact? What’s their relationship?
• The new product should be part of the Purdey’s family, and recognisable as so, but don’t be limited by material, size or shape. 

Mandatories.

Two new pack formats for Purdey’s, covering both graphics and structure. Design one pack format each for:
• Purdey’s Rejuvenate (original)

The botanicals and natural antioxidants in Purdey’s Rejuvenate are light sensitive, so your packaging must be opaque. The current packaging uses brown glass and a silver bottle wrap to protect the product. Consider whether to continue this approach or look at new ways to keep the drink in the dark. The shape and style are flexible dependent on your solution.

• Purdey’s Natural Energy (new) The ingredients in Purdey’s Natural Energy are not light sensitive so opaque packaging is not essential.

Show the creative process that led to your final idea. This could be hand sketches, or alternative design directions you explored. 

WHY HAVE YOU CHOSEN THIS BRIEF?
I have chosen this brief because i feel that packaging is a discipline I have not yet had a real go at and i think it would be something I would enjoy and perhaps specialise more in, in the future. I am also a health conscious person that looks for natural and organic ingredients in my food and i feel that i could relate to the product more due to this.

WHAT DO YOU WANT TO GET OUT OF IT?

I also feel that this particular project is straight forward which will help me to ease in and get used to applying for briefs that are outside Collage and gain more confidence. I feel that having ago at a packaging brief will help to determined my preferences with in Graphic design regarding possible disciplines. 

WHAT DO YOU WANT TO DO WITH IT?

I want too gain more knowledge on the possibilities of how you can apply Design and concepts to this particular product. i feel that working with in the restraints of a particular product and brand will have more learn more about compromise, however also about how to push the normal and expected.  The fact that the company are adding to the range means i can also experiment on how to make the two products possibly work together. There is a certain restriction on the 'rejuvenate' beverage which would also be interesting to work around.

HOW WILL YOU GET WHAT YOU WANT?

I will try my best to think outside of the box while remaining integral to the brand and the ethos surrounding it. I will test possibilities, research into the brand to gain more knowlege on the company and this particular product.

These are the resources sent through the brief of the logo and layout of the existing wrap around bottle packaging.

I had not ever heard of this drinks brand so I looked online at how the existing packaging looks on the bottle and also to get more of a feel on the ethos that is being portrayed.

INITIAL THOUGHT ON EXISTING PACKAGING.

- I feel that the typography used gives an air of modern elegance due to the this strokes and tall letterforms.

- There is very little decoration or illustrational work present and what there is isn't very visible on fist site when looking at the name and information on the drink. 

- The digital illustration its self seems very odd and in someways pretty irrelevant to the beverage and what is in it. I don't feel as though the combination of colours, type or simple linear imagery reflects the natural and healthy portrayal that should be put across to it audience and well as drawing in new buyers.

THOUGHTS FROM OTHERS ABOUT MY INITIAL IDEAS

- Research into possible materials to protect against light.

- Make sure the 2 bottles are consistent.

- Playing on the protection from light.

In the brief that you have chosen, what are the 5 most important words ?

- Rejuvenate

- Botanicals

- Natural

- Wellness

- Light sensitive

What are the 5 most important considerations ?

- Specific audience - price wise and health conscious wise

- Light sensitive product dictates packaging to some extent.

- Logo is already supplied and has to be worked around.

5 Related products

- Vitamin drinks / waters / Vitamin Water

- Energy bars / cereal bars.

- Energy drinks

- Boots flavoured water.

5 related places   

- Supermarkets 

- Garden centre / out door centres.

- Boots 

We were then asked to swap the brief with someone who had a different brief and answer the same questions on this one.

What are the 5 most important words ?

- Purdy's

- Well-being

- Opaque

- Discover

- Energy

What are the 5 most important considerations ?

- Retain individuality but appeal to  to a wider audience. 

- Light sensitive nature of drink

- Natural

- Consistancy between two bottles on some level.

- Be unique, break the norms but maintain brand.

5 Related products

- Health drinks

- Energy drinks

- Bottle Packaging

- Health products and promotions

5 related places   

- Supermarkets

- Urban corner shops.

- Health stores

- Gardens / Outdoor facilities

- Hartlepool

Were than asked to complete a new list of questions that relate to the audience.

Who is the audience?

- People that are conscious about their health and well being and prefer to consume products with a natural contents.

- People that are able to spend a little more on such a product (perhaps older)

Who should the audience be?

- People that are willing to pay that much

- people that consider health and well being

Who could the audience be?

- People that should regard their health and well being more.

- People that are willing to try something new.

- People that are looking for healthier alternatives.

Why?

- The product offers an energy drink that relies on natural ingredients rather than manufactured chemicals that others in the same market do.

- The product is more expensive then other typical brands.

What do they do?

- Work in a job that in more mentally taxing

Where do they go?

- More high-end shops such a Harrods, John Lewis etc

- Perhaps work in an office. Sit down job.

What do they buy?

- The slightly more pricier products for the higher quality 

What do they want to be?

- Healthier.

Its important to remember that the actual audience are the judges of the competitions. What are the judges looking for ?

Be more experimental to stand out. Due to the fact that you have answers in common to someone else  making it a mutual understanding that means this is what most people will think.

Take a step back and see who could be an audience and who could the product be directed at.