OUGD503 - YCN - J2O - Current Packaging

I went into Morrisons today to see how J2O was displayed in-store. This will help me assess how best to approach the re-brand in terms of what space is important and how best to make use of that space.

This was what I found. The first thing I want to mention is that Morrisons saw fit to put it on offer at the same time as Shloer, which is one of the drinks I identified that I want the re-brand to give off the same messages. Seeing it next to Shloer on the shelf makes me realise what Britvic meant in the brief about J2O being seen as cheap and chavvy. The Shloer bottles look a lot more refined than the J2O packaging. I think showing a bottle of J2O on the packaging gives the display a very geometric and structured look when displayed like this, and this goes against the fun natured brand that Britvic want. I also think that the gradient on the packaging is unnecessary, as it's not particularly meaningful, and when you combing this with the way that displaying them on the shelves gives them a slight shadow anyway.






On top of this, I find it pretty uneccessary to show what the drink looks like given that the sides are open so the customer can see the colour of the drink anyway, which is inevitably not as bright or attractive as it is on the packaging, as shown below.
















The packaging can be displayed either way round, which means that the bit on the top has no real purpose other than to make it look nice. But this bit again goes with the somewhat childish use of colour, it reminds me somewhat of the twister ice cream (here), which is a very child targeted product.

One idea I do like is the use of thin lines of colour being used as decoration, as it's simple and quite subtle. I don't think they need to lead into a great big bulky central point like on the top of the packaging though, I think they're fine as they are, and need slight adjustments rather than being completely re-thought.

I notice that the picture of the bottle on the back is a lot fatter than the one on the front, and for seemingly no reason. This sort of inconsistency should be fairly easy to avoid. I also think the block of text is too blocky, and doesn't' compliment the curves of the bottle or the curves of the artwork very well. The whole thing doesn't seem to show very much consideration for spacing, and the packaging in general is very busy.