Bottle Development
Label Designs
After trying some other designs that I created I realized that for this campaign it wasn’t about making new material but adapting the material to the campaign theme, so I decided it was worth a look at adapting the original packaging to suit the feel good Friday theme, I also thought that the recognizable logo link needs to be flowed through, I wanted to have a limited edition bottle for the feel good Friday participants, so next to the original bottles these need to be matched.
I started by using the original logo and the original colour just adding additional information and a small logo but I didn’t think the colors were complementing each other, I then kept the same logo as I think the bottle needs to still project juice and not the feel good Friday logo, although this also needs to be incorporated. I turned the packaging pink to match the theme and added the cancer research bow, this works well and although I experimented I was happy with my outcome, it was one that I knew would be a finalized design because of its appropriateness.
Foiling Labels
I wanted to find a new more inventive way of creating a label for the bottle, although I wanted to keep it simple, I thought of how I can utilize the bottle and make it appeal to my target audience more, the bottles are to be aimed at women and in my research I found the women love sparkle, anything that shines and catches their eye, something that looks pretty and interesting, they get thins from the love of shopping and jewellry etc., using primary research of my audience I found this out, so I looked at designers that have used foil and did the same thing, I used foil on the logo to make it sparkle and stand out, personally I don’t think many of these work however because of the recent hype of rose gold jewellry I think the bronze foil works best but doesn’t stand enough as the purple one does.
Prototyping bottles
Flavour Experimentation
The first label I created which I thought would be my final was appropriate and I liked the design, but I decided that it was too similar to the original labels. I wanted to keep it recognisable but I think I could experiment a little more to get a better result.
The only indication of the flavour of the juice was from the text on the front telling you but they were all the same with no colour difference, so I started by keeping the labels the same but making the colour of the bubbles and flavour to match. However I don’t think it gave enough indication, it was too subtle and it wouldn’t be seen on a shelf, I needed something more eye catching. I then tried changing the colour of the logo to match the flavour but again although it worked on some bottles, on others it didn’t. The colour didn’t match right or look appealing.
I then tried changing the colour of the labels themselves, however I really didn’t want to take the pink away from the bottles, it was the indication that they were special edition for the breast cancer UK campaign I had created. Although I did like some of them but again some didn’t work well at all. I knew there was a better solution.
I mocked the labels up onto bottles to see if this changed my mind and I liked the coloured labels, I continued to develop to see what way I could get these to work best.
I changed the labels back to pink because this was something I was sure on, I then changed the logo to the colour of the feel good Friday logo but didn’t change it to that one because I wanted it to be recognisable to the consumer, the shape and style of the label stayed the same and the layout did, however I wanted to indicate flavour, so instead of using colour I decided to try using fruit, in a outline and colour block style keeping them very simple.
Feel good wanted to promote freshness and health, so I swapped the bubbles for a series of fruit that was appropriate for each label. As soon as I created the first one, which was orange, I loved it. it was such a simple touch but it looked better than changing al the colour. I then decided the text of the flavour needed to be more prominent. It was hard to see and put in an old style font before so I used the same font as the logo and I instantly started to love the label. I tried it with just an outline and I think it started to look early quirky which would appeal to the demographic and it something that will catch your eye on a shelf with al the other juice bottles.
I also changed the colours of certain text to match the flavour. I did this for more distinction and it works well. I changed the ribbon into a solid shape rather than gradient. This defiantly makes it more eye catching and makes you look into what the bottle in advertising.
