summary of j20 brief and what i aim to do

Problem:

·      many consumers are not aware that J2O is a blend of two fruits.

·      The current artwork design is not seen as 'adult' by many; the colours are viewed as bright and childish, and some consumers have even described it as cheap and 'chavvy'.

·      Make a design customers (adults) would be proud to hold in bars.

How I will aim to do this:

·      Try and visually show the fruits through illustrations of the fruit, colours of the fruits. To highlight it is a blend I will aim to combine bursts of colour that represent both fruits in a vivid way to make the bottle eye catching.  With using darker colours in combination with the burst of fruity colours, hopefully this will decrease the childish feel and also provide a strong contrast between the bright colours of the fruit- (emphasizing the burst of flavor in the drink)

Audience:

Target Audience  25–35-year-old men and women who love getting together with their friends and family, both in and out of home. They are grown up, confident, have an established social network, and feel relaxed with those around them. They don't need alcohol to boost their confidence or lower their inhibitions and are happy to interchange between alcohol and soft drinks.

Challenge:

redesign J2O to appeal to a target audience of 25-35-year-old men and women.

Make them feel proud to be seen holding J2O in bars, restaurants and at home, and should bring through J2O’s expressive, unpretentious and playful personality.

·      Design both our Orange & Passion Fruit flavour and our Apple & Mango flavour.

·      packaging designs for the 4pk packaging for each of these flavours.

Considerations 

• Ensure that consumers know that J2O is a blend of two fruits.

• The J2O logo and bottle shape drives consumer recognition so must be maintained.

• The J2O brand is synonymous with the colour green that is on all of our packaging. Please make sure that it features in some capacity when coming up with design ideas.

• In the past, the depiction of fruit on our packaging has increased taste credentials so although it's not compulsory to do so, bear this in mind when coming up with design ideas.

• We would encourage you to visit bars, pubs and supermarkets to view J2O against its competitors to better understand the scale of the challenge. 

Creative Requirements  Please share up to eight images in total showing your solution for individual bottles and four pack, along with supporting information that briefly articulates your idea in words (up to 400 characters)  Should you wish, you can also submit physical material such as prototypes and mock-ups etc.  We're also interested in seeing the creative process that led to your final idea. This can be hand sketches or alternative design directions you explored before selecting your final one.