OUGD503 - YCN - J2O - Current Branding

I looked at the branding J2O already has as a brand to help me decide what sort of things my rebrand should communicate. 

This was the main image used on J2O's page on the Britvic web page. It is very much how I had imaged Britvic seeing their customers drinking J2O, very cosy, very comfortable, very politically correct, very inoffensive. If the design of the bottle is too "edgy", then it may deter a potential customer from buying it in this sort of friendly setting. I also notice that it shows other people drinking other drinks such as Becks and Pepsi, which suggests to me that Britvic aren't after a powerful, all-consuming brand such as Coco-Cola or arguably Carslberg, but more of a soft, almost submissive brand that's happy to make up part of the market and embrace its competition.

I also noticed that their logo changes from product to product, with the gradients changing inside the outline of the logo. This is something I find noteworthy, because it shows that Britvic have tried to use colour to differentiate between their products, and by using a gradient, they've incorporated the idea of blending.

Their bottle design is currently very garish because of how bright the colour of the drink itself is. This is obviously something that they want to display to try and make the drink itself look as attractive as possible. But I can see how their brand could be perceived as "cheap and chavvy" as stated in the brief. 

Similar to the bottle design, the 4 pack container also uses bright colours, but a lot more of it. This is the thing that I think needs the most working on out of the re-brand, but I feel like If I leave it until last then it will be a lot easier because I'll be able to make it consistent with the rest of the branding.

Using the idea of blending two fruits together, I decided to start off by seeing how the logo would look with just 2 flat colours. I chose to use flat colours because I feel like it shows more clearly the idea of 2 fruits rather than a gradient. I decided to delete the thinner lines that went around the edges, as I felt the more simplistic logo suited the more adult market that J2O are targeting.

This one shows how it looks using the red and yellow from the mango.

This one uses the maroon and yellow that I took from the passionfruit.

















I think by having a darker colour in front of the lighter colour, the darker colour will stand out more when it's on the light coloured bottle, rather than having a light colour standing out from a dark colour standing out from a lighter colour, especially in the case of the passionfruit one, as there is potential for some complementary contrast. 

I think using these logos and colours are going to be a pretty good starting point for the rest of the rebrand.