Purdeys

Purdeys Repackage Purdey’s.

Brief focus; Packaging design & Structural design Brief synopsis: Repackage and extend the Purdeys range, considering a new product - Purdeys Natural Energy. More and more ‘healthy’ styled drinks are saturating the market, therefore Purdeys need a design that will speak louder on shelf and structurally stand out from other drinks.

I decided to strongly focus on how the products would interact, this shaped the design process and gave my product a direction that could now bring in factors such as structure and the interaction of colour.

Useful words from the brief itself were; Idiosyncratic nature, Harmony with out bodies, individuality, break category conventions.

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Design Process

The packaging I developed incorporated the use of contigous identical triangles and was a very experimental net which I had great difficulty developing. As you can see above, my designs for the structure were focused around the ‘Botanical’ & ‘Healthy’ aspects of Purdeys, taking into account the different type of drinks and what they represented. I chose blue to represent the idea of rejuvenation, making reference to water and well-being.

A soft orange was used for the ‘Natural Energy type’, this was because it provided a warmth and also emulated a theme of rising (colours of a natural sunset) The blue design displays soft edged botanical leaves whereas the Natural energy display spikier edges to convey the message of pointing on point.

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N a t u r a l

R e j u v e n a t e

R e j u v e n a t e

E n e r g y

N a t u r a l A formula of grape and apple juices, sparkling spring water, botanical extracts and B vitamins to give you a gentle lift and help you feel rejuvenated

A delicous blend of green and white tea, fruit juice and herbs, naturally high in anti-oxidants and vitamins

E n e r g y

A delicous blend of green and white tea, fruit juice and herbs, naturally high in anti-oxidants and vitamins

A formula of grape and apple juices, sparkling spring water, botanical extracts and B vitamins to give you a gentle lift and help you feel rejuvenated

N a t u r a l

E n e r g y

A delicous blend of green and white tea, fruit juice and herbs, naturally high in anti-oxidants and vitamins

R e j u v e n a t e N a t u r a l A formula of grape and apple juices, sparkling spring water, botanical extracts and B vitamins to give you a gentle lift and help you feel rejuvenated

E n e r g y

A delicous blend of green and white tea, fruit juice and herbs, naturally high in anti-oxidants and vitamins

R e j u v e n a t e

N a t u r a l

E n e r g y N a t u r a l

A delicous blend of green and white tea, fruit juice and herbs, naturally high in anti-oxidants and vitamins

N a t u r a l E n e r g y

A delicous blend of green and white tea, fruit juice and herbs, naturally high in anti-oxidants and vitamins

R e j u v e n a t e

A formula of grape and apple juices, sparkling spring water, botanical extracts and B vitamins to give you a gentle lift and help you feel rejuvenated

A formula of grape and apple juices, sparkling spring water, botanical extracts and B vitamins to give you a gentle lift and help you feel rejuvenated

E n e r g y

A delicous blend of green and white tea, fruit juice and herbs, naturally high in anti-oxidants and vitamins

A delicous blend of green and white tea, fruit juice and herbs, naturally high in anti-oxidants and vitamins

R e j u v e n a t e

A formula of grape and apple juices, sparkling spring water, botanical extracts and B vitamins to give you a gentle lift and help you feel rejuvenated

N a t u r a l

R e j u v e n a t e A formula of grape and apple juices, sparkling spring water, botanical extracts and B vitamins to give you a gentle lift and help you feel rejuvenated

A formula of grape and apple juices, sparkling spring water, botanical extracts and B vitamins to give you a gentle lift and help you feel rejuvenated

E n e r g y

R e j u v e n a t e

Design Approach

Following the experimentation with my initial A4 nets, I was able to gauge that a suitable size would come from an A2 paper format, this gave the design enough space to breathe. As you can see from the top-left image, the drinks would come in a carton and the straw would rest against the turns of the structure.

The end of the straw would enter in through the top and slide through the turn of the structure.

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Inspiration

Purdeys TMG are people who are active and interested in well-being.

People who aspire to live a happy & Healthy lifestyle rather than make hardcore sacrifices. With this all in mind, I wanted to develop a product that would attract the consumers attention through the interaction of the packaging and its structure rather than gharish coloured packaging. I thought it would be better to introduce boldness through the advertising of the product and keep the colours of the product soft/ healthy

As you can see from the inspiration above, I explored how packaging could be used more creatively and usefully while still communicating its contents. I particularly took interest in the bottom-left image. This is because it struck me as a strong focus point for sustainability, giving the opportunity to greatly decrease the size of the packaging when drank.

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Final Design.

I’m really happy with the way the structure has lent itself to the advertising of the product and its maker. From every Angle of the drink, the company logo and name is visible, aswell as the design and flavour. This has become a key selling point of this package along with its unique shape and quirky positioning of its straw. The shape of the structure also lends itself to active people, making the container very easy to handle when for e.g. jogging.

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Extended deliverables

Now that I’d designed the packaging, It was time to apply its unique shape to real world applications. Creating a string of campaign posters that ran with the theme of contingous triangles and also work cohesively with the shape of the packaging. I’d decided to use brighter colours for the campaign as the packaging itself promoted healthy living with its calming aesthetic, now I needed something that would promote activeness.

The image on the left is displaying a glass cased Bus stop, promoting Purdeys and their interest in sustainability, using cartons makes is possible for consumers to ‘squish’ their package when finished (Inspiration taken from the bottom-left of board 2).

Using a bus stop with an open hole provides consumers with ultimately, an aesthetic recycling bin that they can enjoy visually when filled due to the packagings complementing colours.

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