Re-design of the Feel Good packaging and a re-brand
The cartons include several themes. The first theme I started looking into was colours that make you ‘feel good’ from my research I found that the colour yellow is the colour that when seen makes you feel the best and it has been proven to stimulate the brain. So I chose to use a bright yellow as the backing of the front of the product so when customers see the carton, it hopefully makes them feel good and want to buy the drink. I chose to make cartons not labels for existing bottles to seperate this drink from other similar companies. All health drinks seem to rely on customers being able to see the drink they are buying, so if they are so sure it tastes and looks amazing, why do they need to show it before the custmer has bought and tried the drink? I went with the ‘honesty’ theme and covered up the contents by making cartons, making my branding sell the drink and not using a tiny, transparent label on a see through bottle to sell the drink.
The next theme I played with was using a ‘feel good meter’ on one side of the drink. On the loading bar of the website there is this feel good meter that goes from good, to great to extatic. I guessed this was suposed to be the reaction the customer gets from drinking a feel good drink. So I played with a few ideas and found that sainsburries have little windows on their juice bottles so you can see how much you have drunk. I thought about how I could use the feel good meter in this way. I ended up designing one strip that shows you the level of the drink, and another 3 windows alongside the level meter. In the windows I put the words GOOD to GREAT to ECSTATIC going down the drink. I designed the words to be printed on assatate in the same colour as the drink, so it is only when you have drunk past each level that you can read the message in the window. So after a couple of sips you will be able to see the first window that will read GOOD and so on.
I then had to think about the size and shape of the cartons. I decided to make 5 drinks and play on the ‘1 of your 5 a day’ theme. I then thought how I could group the 5 drinks to make 1 pack and so started looking at ways to pack them together. I originally wanted to make a circle that had 5 triangle shaped drinks making it up. Kind of like taking a slice of melon or fruit, but instead you are taking a slice of drink, which is 1 of your 5 a day. I realised it would be hard to mock up the curved triangles to make the circle, so started looking at making a pentagon. I spent ages looking at equations on how to split a pentagon into 5 isometric triangles but eventually worked it out. I then made a net for the triangle I had designed and mocked up my first template. I then used the pentagon I had created as the logo for my drinks, encorporating it with the type from the old logo. I rounded the logo to make it more friendly and added colour to one segment depending on what flavour drink the logo was on. I used sans serif as well as serrif typefaces on the packaging. I liked the way the flavours looked in Baskervill from the start, I tried a few versions with sans sefir typefaces but they didnt have the same feel. I feel baskervill brings a slight sophictication to the drink. I had to use a narrow sans serrif typeface for the infomation on the packaging, aerial narrow fitted the best and is easily accessable on any uni computer so seemed the best.
Then I added graphics to the packaging, designing vectors for each flavour to give a fun feel and using the colours of the fruit to colour the sides of the packaging to brighten the whole thing up.
I designed some promotional material to sit around the drinks on the shelf, I thought it would look nice to fill the ticket bar where they put the price labels in with the poster. I carried on the theme from the packaging but included a new ‘feel good’ meter using the colours from the packaging. I added some text relating to the consumer describing how the feel good drink makes you feel ‘ecstatic’.
Finally I created a simple banner to sit above the fridge. This is big and bright and hopefully would draw the customer towards the fridge to the Feel Good drinks.
The making of the products went ok, I used a thick card whick made me have to change my net as I couldn’t use the same one as I used for paper. They were pretty fiddely to make, especially cutting and sticking in the windows. I have submitted a pile of unmade nets aswell as the final products.
