J20 Live Brief

J2O

YNC Student Awards 2015 Maryiam Mobein Mukhtar Student of Huddersfield University

Brief: YCN

Redesign J2O

Brief: YCN

Redesign J2O

Background: J2O was born out of Britvic’s historic expertise in juice blending. When it launched in 1998, J2O was a pioneer in the adult soft drinks category, enabling consumers to have a satisfying drink experience that didn’t disappoint when socialising with friends.

By expertly blending different fruit juices with their unique aromas, J2O is carefully crafted to create a satisfying and multidimensional taste experience. The drink delivers strong, well-rounded flavours that have a velvety, sweet mouth-feel with lingering fruit flavours and a zing 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 400 words. 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.

However, despite a strong heritage story around blending, many consumers are not aware that J2O is a blend of two fruits.

Creative Challenge:

Creative Requirements:

Considerations:

As it stands, 40% of J2O consumption is by those aged 16 and under, but we’re wanting to change that. 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’.

We’d therefore like you to redesign J2O to appeal to a target audience of 25-35-year-old men and women. The design should make them proud to be seen holding J2O in bars, restaurants and at home, and should bring through J2O’s expressive, unpretentious and playful personality.

Deliverables & Additional Information For guidance on how to submit your work, please adhere to the main Deliverables information which can be found at the YCN website.

Any additional elements referenced in this brief can be found in the supporting Project Pack which can be found in the Student Awards section of the YCN website.

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.

Designs must be created for both our Orange & Passion Fruit flavour and our Apple & Mango flavour. Please also come up with packaging designs for the 4pk packaging for each of these flavours.

You’ll find cutter guide artwork in the Project Pack.

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.

Why I choose this brief?

Reason: The reason why I’ve chosen this brief is because I feel confident and passionate about re-branding the J2O logo, correspondingly I find that package designing is my strength and I’m cable to promote the product to the target audience. I will be redesigning the J2O logo into the style that I find better and also keep in mind what will suit the audience preferences because the J2O drink is aimed at adults aged 25-35 years old for both male and female genders.

This is one particular drink that can be served in places such as Supermarkets Restaurants, CafĂŠs and Bars; this drink has also been classified as a healthy drink and can be replaced by alcoholic drinks.

Britvic Soft Drinks Brands: Britvic have been making drinks for more than 75 years – ever since we first blended lemon juice, sugar and barley crystals at Wimbledon in 1935. And so began our tradition of innovation, and our long history of introducing new flavours, new ingredients and new ways of drinking to the UK. Today, their portfolio of brands includes incredible variety, and offers refreshment and hydration to young and old alike.

With a range that includes sparkling sodas, sophisticated juice drinks, ice tea, squash, mineral waters, mixers and energy drinks, you’re sure to find something to love.

Brainstorm

Mood-Boards Audience & purpose About my three mood boards: My mood boards show the main board line about what this brief is all about the J2O promote the young generation age between 25-35 years old and also endorse where the J2O drinks can be sold, I think places where young youth may like to socialize and may be family and friends where they feel little more chilled out and relaxed.

The target audience was 25–35-yearold 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.

Combination Of 2 Different Fruit Mix

Developing Patterns Pattern Prints & Design Mood-board: The patterns will be based on my own initial thoughts and ideas; I will be sketching out the final design on illustrator to give the scheme some volume and intensity in to it. The pattern work will be part of my packing and may be the labels on the glass bottles. The final pattern will go on to the packing of the J20 drinking bottle and packaging box, I want to choose that pattern that will grab my attention to in immediately, I’m sure then it will do the same for the audience too, plus I want to create and choose pattern that are different from any other packaging and never seen before. On the other hand I will also ask my friend for her thoughts and opinions on which pattern she thinks is that best for packaging, she can also come into my audience category will match my target audience group.

Inspirational Designs I’ve found different inspirational things that will help me for my J20 brief project, I had a look at various different layouts, colour, design and also branding product that have already court the audience attention. As I mentioned before J2O is the healthiest drink that is out there for the audience to enjoy, the main speciality about the drink is that it holds two exotic flavours, which I have to visually show the audience in order for them to buy the drinks.

Print Development I have merged the animal print patterns to the fruit flavours patterns that i had previously created. This will be used on the logo, neck bottle sticker and also drink packaging.

Smoothie Branding

Different Design Packaging

J20 Apple & Mango Fruit Sketches Initial Ideas: Over here I have sketched out different design logos that are relevant to the j2o label, for influence I looked at various juice packaging, by that I was able to produce out my own sketches, that are on the right hand side of the page. Also I was able to do more then one visual concept for the logo so I can choose one of the best one, when design the j2o logo, as that is what I’m told to do for the brief.

J20 Orange & Passion Fruit Sketches Initial Ideas: As what I had said earlier on for the Apple and Mango j2o flavour, I have done the same thing for Orange and Passion Fruit as well, Did more sketches to see which look the best for the j20 logo design.

Print Packaging Here I have created patterns for my packaging, these patterns are for the logo design, that I will be creating, my influence for my pattern were geometrical patterns, I looked at range of patterns to come up with my own.

Logo Design This is my logo that I have created for J20, I came up with this design by combining two of the fruits of this drink and the use of colour link in with the fruits.

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Design Template for Bottle This is the bottle template that I have illustrated to see how my logo and pattern on the actual J20 juice bottle.

Design 1 Here are my first and second drafts of the design that I have created for the J20 drink bottles, I have added different shapes and patterns to the bottles before I selected the final one. I have experimented with the neck bottle stickers by using the main colours and patterns of the flavoured drinks.

Orange & Passion Fruit

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Apple & Mango

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Design 2 Apple & Mango

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Orange & Passion Fruit

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Development & Final Packaging Design Here I have done development work around the package design, by making two drafts of the design. One of the packaging has patterns on it and the other has three different shades of colour to represent the fruit flavour such as yellow, orange and purple for Orange & Passion Fruit flavour and yellow, lime and light green for Apple & Mango flavour.

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Apple & Mango

Apple & Mango

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Orange & Passion Fruit

Orange & Passion Fruit

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