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Choosing a YCN Brief The YCN is an agency established in 2001 and a place where companies can connect to many aspiring creative artists worldwide. The aim is to allow theses designers to build their network of contacts and start their professional journey, in which briefs are completed accordingly, to be judged in a design contest. YCN has an annual Student Awards that is designed to attract design students attending University in Europe. Since this is a live briefing, I was given the option of picking one or two of the current briefs available. I thought that designing a packaging for J2O and possibly make an event for occasion, which proved the best option since they also allowed freedom of creativity.
J2O Briefing
The creative challenge will involve a rebranding of their current artwork since it is not seen as ‘adult’ due to the bright and childish appearance. Their market research suggests that 40% of J2O consumption is by ages of 16 and under, their aim is change to expand their target audience to the more mature target group ages of 25 – 35 year old men and women. The design must not make the adults feel shy or embarrassed for holding/ordering the drink.
J2O History The company Britvic combined its historic expertise in juice blending and the birth of J2O was born in 1998. The drink was very popular and considered a pioneer within the adult soft drink category that enabled consumers to have a satisfying drink experience when socialising with friends, J2O delivers a well-rounded fruity taste that sweetly lingers and finishes with a zingy zest.
J2O Competitors I thought it would be appropriate to research the current market that the soft fruity drinks category had to offer, this is so I can have an idea of how to pinpoint the position the brand correctly, as well as feeding off for inspiration and the other competitors draw in their consumers to buy their product. Although I have included brands that are fruity but upon inspection are not considered healthy due to the high sugar levels, I feel like they are still strong in their advertising to capture the essence of having real fruit juice blended within the drink.
J2O Design Moodboard My research started on collecting a wide range of fruity related drinks that are already out to the public and what separates or categorises them into that certain category. I was fixated on the sheer simplicity of artwork on some of a bottle that was still embraced for the mature target audience, such as the Absolut fruit flavoured vodkas. However the J20 brief details specially wanted a depiction of the blend of fruits, which makes the juice so unique, therefore my design cannot go overboard since there is limited space, appear childish and unclear.
J2O Target Audience I have collected images of the target audience that J20 is aiming their redesigned branding towards, take notice in how I have also annotated the different categories of people, this is so I have an idea of the diversity and possabilty the types of social groups. Despite the strong heritage story around juice blending, J2O has stated that the average consumers of their products are unaware of the combination of two different fruits used to create the refreshing drink.
J2O Bottle Development
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To make sure I don’t lose track in the development process, I thought it would be best to avoid including any fruit depiction at this moment. I started illustrated a bottle using a template and used a tablet to quickly sketch up my designs before committing to a final concept in order to save time. I chose design number 3 since this template has the best potential for me to have a play around with and make the design sophisticated.
J2O Bottle Development Theses quick designs have gave me a clear indication of the positioning of the J2O logo and nutrient information. I decided that option 6 was the best for a minimal design that speaks volume of the fruity blends. 1.
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Development 1.
Apple
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Passionfruit
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Mango
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Orange
J2O Fruit Slice The developments for the circular shape fruits were purely for experimental purposes and I might consider using them as a bottle cap design as I proceed further into the project. However in order to fulfil my initial concept of the bottle design, I would have to make illustrate the fruit into segment slices.
Development 1.
Apple
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Passionfruit
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Mango
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Orange
Development 1.
Orange & Passionfruit
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Apple & Mango
J2O Fruit Slice The fruit segments in my development turned out fantastic and much better than expected, I was happy with the design. However when together I decided to combine the two together the fruit segment spoke volume and was a clear balance in combination.