Audrey's Lemonade
2012
Contents
Guidelines..................................................................................................... 2 Tonality.......................................................................................................... 3 Research....................................................................................................... 4 Mood............................................................................................................. 5 Sketches....................................................................................................... 6 Rough Drafts................................................................................................. 7 Exploration................................................................................................... 8 Refinement................................................................................................... 9 The Final Product......................................................................................... 10 Recap............................................................................................................ 15
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Guidelines
Product: Audrey’s Organic sparkling lemonade beverages Varieties: Lemonade Limeade Strawberry Lemonade Raspberry Lemonade Description: Design a set of 4 labels for bottled lemonade varieties Purpose: To introduce a new organic brand of lemonade beverages and persuade consumers to give it a try—increase brand recognition and drive sales Competitors: Upscale/organic lemonades • Harney & Sons • Lakewood Organic • Lorina Lemonade • Belvoir • Purity Organic • Santa Cruz Organic
Point of purchase: Focus on natural/organic markets and gourmet dining stores. This might include stores such as Whole Foods and World Market. Could be located both on the shelf or at the checkout line. Attributes: Sparkling Organic Non-alcholic All-natural ingredients No added sugar Real lemon juice Price point: Individual serving: $2.00 for 12 fl. oz. Has a higher price than traditional lemonades like Country Time or Minute Maid, but slightly less expensive than sparkling french lemonades like Lorina, which runs nearly $3 for 11.1 fl. oz.
The higher cost is attributed to its organic ingredients and pure taste. In addition, the carbonation adds a sophisticated and gourmet quality. Target audience: Primary: women (20s-50s) • Trendy • Sophisticated • Health-conscious • Eco-conscious • Adventurous • Travelers • Foodies • Romantics • Homebodies Desired Perception: Audrey’s lemonade is an upscale twist on the classic American staple. It’s perfect for a refreshing reminder of a lazy summer afternoon, but it can also be associated with more intimate and special affairs, such as a picnic lunch date. It’s the perfect lemonade to sip with a best friend or lover. Even if you’re not thirsty, it’s simply an excuse to sit, sip, and talk.
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Tonality
Summer lazy
quaint Light Classic Fizzy fresh Carefree All-American natural romantic Organic Simple crisp
tart
airy
refreshing Sweet juicy Traditional
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Research
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Mood
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Sketches
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Rough Drafts
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T R AW EA R RD Y E LS E M O BN L E M O NA D E
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L LE EM MO ON NA AD DE E
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A u d r e y ’s
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L E M O NA D E
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R A S P B E R RY
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raspberry
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Audrey’s
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C L A S S I C
Audrey’s
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Audrey’s
L E M O NA D E
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Audrey’s
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old fashioned
LEMONADE
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Audre y ’s sparkling
LEMONADE
classic
A u d r e y ’s old fashioned
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sparkling*
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CLASSIC
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GOOD!
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O R G A N I C A L LY
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IONED
C L A S S I C
L E M O NA D E
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FA S H -
Audrey’
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1 0 0 %
O L D
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old fashioned
LEMONADE
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classic
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LEMONADE
classic
Audrey’s L LE EM MO ON NA AD DE E
Audrey’s
L E M O NA D E
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Exploration
non-alco holic
SPAR K LING
LEM O NA D E
Audrey’
SPAR K LING
LEMONADE
LEM O NA D E
100%All Natural Ingredients
1 0 0 % All - Nat u r al I n g r e d ie n t s
SPAR K LING
100% Al l-Natural Ingr e dients
100% All-Natural Ingre dients
Since 1955
12 fl.oz
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L E M O NA D E
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L I M E AD E
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L E M O NA D E
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NET 12 FL OZ.
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Refinement
LEMONADE
SPAR K LING
RASPBERRY LEMONADE
SPAR K LING
LEMONADE
100% ALL-NATURAL INGREDIENTS
100% ALL-NATURAL INGREDIENTS
real fruit juice and a spl ash of s pa r k l i n g wat e r
100%
S PAR K LING
LE MONADE
ALL-NATURAL
SPAR K LING
LEMONADE
ALL-NATURAL INGREDIENTS
S I NCE 1955
100%
ALL -NATURAL GOODNESS
NUTRITION FACTS
Nutrition Facts Serving Size: 12 Fl. oz. Calories:100 Calories from Fat:0 %Daily Value* Total Fat 0g 0% Trans Fat 0g 0% Cholesterol 0g 0% Sodium 5mg 0% Potassium 25mg 1% Carbohydrate 25g 8% Dietary Fiber 0g 0% Sugars 25g Protein 0g Vitamin A 0% Vitamin C 8% Calcium 0%
Serving Size: 12 Fl. oz. Calories:100 Calories from Fat:0 %Daily Value* Total Fat 0g 0% Trans Fat 0g 0% Cholesterol 0g 0% Sodium 5g 0% Potassium 25mg 1% Carbohydrates 25g 8% Dietary Fiber 0g 0% Sugars 25g Protein 0g Vitamin A 0% Vitamin C 8% Calcium 0%
Calories:100 Calories from Fat:0 %Daily Value* Total Fat 0g 0% Trans Fat 0g 0% Cholesterol 0g 0% Sodium 5g 0% Potassium 25mg 1% Carbohydrates 25g 8% Dietary Fiber 0g 0% Sugars 25g Protein 0g Vitamin A 0% Vitamin C 8% Calcium 0%
INGREDIENTS: water, organic evaporated cane juice, organic lemon juice, organic natural lemon flavor.
INGREDIENTS: sparkling water, organic evaporated cane juice, organic lemon juice, organic natural lemon flavor.
INGREDIENTS: sparkling water, organic evaporated cane juice, organic lemon juice, organic natural lemon flavor.
Nutrition Facts
SERVING SIZE: 12 FL. OZ.
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Final Product
SPARKLING
CLASSIC LEMONADE
NUTRITION FACTS SERVING SIZE: 12 FL. OZ.
A LL - NATURAL GOODNESS
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Final Product
SPARKLING
CLASSIC L IM E A D E
NUTRITION FACTS SERVING SIZE: 12 FL. OZ.
A LL - NATURAL GOODNESS
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Final Product
SPARKLING
strawberry LEMONADE
NUTRITION FACTS SERVING SIZE: 12 FL. OZ.
A LL - NATURAL GOODNESS
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Final Product
SPARKLING
raspberry LEMONADE
NUTRITION FACTS SERVING SIZE: 12 FL. OZ.
A LL - NATURAL GOODNESS
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Final Product
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Recap
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Audrey’s
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sketch
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T R AW EA R RD Y E LS E M O BN L E M O NA D E
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SPARKLING
strawberry LEMONADE
final product
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