Whi te Smoke
Bra nding & Packaging
Chr is S hu t t lewor t h
The B r ief Branding & Packaging Whi te Smoke
Background The milkshake market is mainly marketed towards a young audience w i t h b r a n d s l i k e F r i j j a n d Ya z o o using bright colours and durable plastic packaging. There is currently no milkshake drink that is aimed soleley at adults but there is an ever growing number of milk based drinks with adults in mind (Starbucks, Emmi, Caffionata).
Brief To d e s i g n t h e p a c k a g i n g f o r a milkshake that is marketed towards an older audience. This will include bottle material and graphics, multipack containers and promotional material.
Ma r k e t I am going to position the milkshakes in the same audience/ purchase level as Gu puds, as this represents an older and mature audience.
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Concep t Branding & Packaging Whi te Smoke
Concept To r e a l l y a i m t h i s p r o d u c t a t a d u l t s I am going to liken it to alcohol, this will be evident in the packaging and promotion of the product. The use of swing top bottles give the product an artisan feel and the impression you are drinking something special.
Ae s t h e t i c s The product will be mainly black with white typography to give it a level of elegance and sophistication.
T o n e o f Vo i c e The copy shouldn’t be humorous or too casual but serious and subtly suggestive. Similar to that of M&S televivision adverts.
Aesthetic research
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Ident it y Branding & Packaging Whi te Smoke
Identity This is the identity elements for White Smoke, the lock up on the left will be used for larger purposes and the logo at the top right will be used for smaller purposes. 3
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Whi te Smoke
Branding & Packaging
Pack aging
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Whi te Smoke
Branding & Packaging
Pack aging & A ddit ional
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Whi te Smoke
Branding & Packaging
Adver t s
Adver t isem ent Branding & Packaging Whi te Smoke
Ad v e r t i s e m e n t All of the adverts follow the alcohol concept. They are shown next to different glasses with copy that is relevant to the alcohol associated with those glasses. 7