Purdey’s Repackage Jayne Kay
Research - Apple & Grape For the design I want to steer away from the typical energy drink look, I want to take a different approach, I think I could look into abstraction and fruit.
All of these designs are quite striking however they blend in to each other. I want to design something that will stand out from all of these. Grape is one of the main ingredients in the Purdey’s ‘Rejuvenate’ drink, along with apple. I did some research looking for some abstract designs and colours as inspiration for the packaging design I came across this abstract watercolour artwork and immediately loved it, now I will do some more research and experiments of my own. I think abstract design is an interesting, eye catching way of creating some good strong identity branding.
Abstract After finding the watercolour painting of the grapes I then decided to look a little further into abstract fruit artwork and these are some of the images I found. I will be using these images as influence for my own abstract designs which I will be creating by using a mix of media including hand drawn/ painted and digital painting as well.
These are some good examples of abstract design used in the packaging industry. Absolut UNIQUE Vodka is a great example of abstract design on packaging. The Vodka brand released four million uniquely designed bottles. They tweaked their bottle making machines so that the machines could make a different bottle design each time.
Experiments To start my development I decided to begin with some paints, I used greens, yellows and other apple and grape colours to paint some kind of mixed abstraction. The next stage of my development will taking the design into photoshop to manipulate. I took the bottom left image into photoshop to create these abstract designs on the opposite page.
Evaluation I began this project wanting to design something out of the ordinary, as Purdey’s said in the brief “consider a packaging solution that breaks category conventions to truly stand out on the shelf”. The two designs I have done are both opaque wraps, I thought in order for both of the drinks to remain recognisable as a brand they need to be similar, this was my solution. With the individualism in mind I decided to look at abstract design, after taking great influence from the Absolut Unique bottles I looked more into pattern and shapes rather than illustrations. I decided for the ‘Rejuvenate’ I would focus mostly on colour, the ingredients for the drink are apple and grape, therefore I decided to look into some different purples, I went for less natural colours to focus on ‘mind stimulation’ as Purdey’s highlight the drink is not only for the health conscious but those looking for a mind stimulation drink. The new ‘Natural Energy’ drink also remains abstract but the colours stayed natural, I think green is the most natural colour, perfect for this packaging. As well as the obvious change in colour, I have decided to keep the bottle the same shape, one addition I have included is a change in lid. I wanted to change the lid because after buying one and drinking it I noticed that the current lid does not screw back on nicely because of the stickiness left around the rim. Therefore I have decided to change it to a jar like lid which will also have a red paper seal that will snap as the lid is twisted. I like this idea because I think it adds a more high-end feel. Overall I think these are two unusual looking products that will certainly stand out on the shelves when sat next to other health drinks.