- familiarity with audience and content of the brief
- opportunity to work with applied graphics and packaging design
- playful and fun aesthetics of the product itself
- interesting to see how I would re-brand the product
- visuals are something I am interested in working with
What do you want to get out of the brief?
- display a range of skills and expand my knowledge on the subject
- connection to the brand
- work on my mock up skills and the creation of prototypes
- how pattern can be applied effectively to a product
What do you want to do/make/propose in response?
- packaging design
- create visuals for four different Feel Good flavours
- work with structural packaging
- produce prototypes of products as well as flat visuals
Why do you want to enter the brief?
- share a similar way of working
- like working with briefs that are light hearted and humorous
What is the problem?
- 'Risk that we’re being a little modest with our communication of some the main reasons to drink Feel Good eg no added sugar and 100% natural ingredients. We also want to ensure that we strike the right balance between the communication that our drinks are healthy and having label designs which makes people smile and feel good.'
What is the brief trying to achieve?
- humour
- light hearted tone of voice
- make people smile and feel good
- simplicity
- challenge and be creative
What are the 10 most important words on the brief?
- challenge
- creative
- natural
- healthy
- simple
- colourful
- impactful
- brand
- communication
- uncluttered
What is the message?
'We think our pack designs look good. The designs are simple, colourful and impactful on shelf, the brand name is clear and most people get the fact that we are offering tasty, healthy drinks.
However there is a risk that we’re being a little modest with our communication of some the main reasons to drink Feel Good eg no added sugar and 100% natural ingredients. We also want to ensure that we strike the right balance between the communication that our drinks are healthy and having label designs which makes people smile and feel good.
We’re big fans of simple, uncluttered pack design, we like what we’ve got but recognise that the best designs are constantly evolving. The supporting information included in our project pack shows how our designs have evolved over the last 10 years, we’re up for change and would love to see some fresh ideas.'
Who is the audience?
'16-34 year old adults who are happy to pay a little bit more for a healthy, tasty soft drink that isn’t full of junk.They are an up-beat, look-on-the-brightside, sociable bunch, who like to work hard but always find time for some feel good fun and games.
What is the context?
stores, shelf presence, supermarkets, juice bars, cafes
What products do you associate with the brief?
fruit juices, water, non alcoholic cocktails
What do you have to do? (identify)
'please focus on the label designs rather than the bottle shapes. We’d like the ideas to focus on our still and sparkling juice ranges but ideally you’d also demonstrate how your idea could be translated to our other ranges. We’ve supplied the current brand typeface and logo, but please feel free to change, challenge and be creative.'
What do you need to do? (understand?)
- you can’t call yourself Feel Good Drinks and be miserable!The message should always be friendly, fun, and just a little bit cheeky. Please don’t get all serious on us now. It’s about talking to people on their level, making a connection and making them smile
What can you do? (define)
- produce a pattern design that is relevant to the brand and British culture which can be applied throughout a range of products
- consider ways to make people smile and feel good
- make sure to do some 'market research' before setting off, a lot of peers use the product, what would they like to see? what do they think of the current packaging?
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