The below paragraphs are taken from the J2O page on the YCN website. I've highlighted some key points in there that have helped me identify some drink brands to look at for inspiration and a starting point.
"As it stands, 40% of J2O consumption is by those aged 16 and under, but we’re wanting to change that. The current artwork design is not seen as ‘adult’ by many; the colours are viewed as bright and childish, and some consumers have even described it as cheap and ‘chavvy’. We’d therefore like you to redesign J2O to appeal to a target audience of 25-35-year-old men and women. The design should make them proud to be seen holding J2O in bars, restaurants and at home, and should bring through J2O’s expressive, unpretentious and playful personality."
"25–35-year-old men and women who love getting together with their friends and family, both in and out of home. They are grown up, confident, have an established social network, and feel relaxed with those around them. They don’t need alcohol to boost their confidence or lower their inhibitions and are happy to interchange between alcohol and soft drinks."
Lilt
The design of the Lilt bottle and Lilt's branding in general makes it very obvious that the drink is made from more than one fruit, it does this through quite a busy-looking label as well as bright colours. This however is one of the problems that Britvic have with their current design, their colours are perceived as childish, and the Lilt bottle has a very similar feel to it, although it is a lot more childish than the J2O bottle design. What I can take from this however is that a busier design suggests a more complex product, whereas a more minimal design, like the J2O bottle, suggests a simpler product.
Innocent
In my opinion, Innocent is the best-branded fruit juice company. It takes a very non-serious stand point on health, and I think people like that. This sort of fun and playful branding is how J2O want to approach their re-design. Using something quirky and somewhat childish like this wouldn't work though, as it's a completely different target market. I think something quirky would have to be a lot more playful for it to work for J2O.
Appletiser
Appletiser is more sophisticated and grown-up drink that contains fruit. Apparently it counts as one of your five a day, although I'm not sure just how healthy a option it is compared to eating an apple, or just who is drinking it for its health benefits. I feel like this somewhat simplistic bottle design is more appropriate for the target audience than something busy like Lilt, but then you get the problem of it not suggesting the use of more than one fruit like the Lilt bottle does. I think it'll be difficult to get this balance right.
Shloer
Shloer is very similar to Appletiser in terms of it's design, it's very simple and is based around the colour of the drink, which is one of things that helps sell food and drink as it appeals to one of your senses. The bottle shape being more reminiscent of a wine bottle than the Appletiser bottle automatically gives it a more grown-up sort of feel to it, but the shape of the bottle isn't something that I can change in the re-design, so this isn't something I can use to my advantage unfortunately.
Kopparberg
Kopparberg is one of the more high-end brands of cider, you certainly won't see any homeless person sat on a street corner with a 3L bottle of it. Given that Britvic identified that their target market aren't overly bothered about drinking an alcoholic drink because of it's alcohol content, and don't discriminate between alcoholic and non-alcoholic drinks, Kopparberg seems like an appropriate brand to look at. Their branding is very up-market, using reflective foil, dark colours and a traditional typographic style to create a very high-end brand, and this is reflected in the price of the product. This isn't a problem though, because generally the market that Kopparberg attracts has the disposable income to afford it, similar to the market for J2O. All this contributes to a product that people happily ascociate themselves with, which is what Britvic are after.
Brew Dog
Ale is traditionally an old mans drink, but Brew Dog are a company that tries to make it appeal to a younger market through edgy design and an edgy brand. This is the sort of expressive and playful design that I think Britvic are after, and the sort of market that their drinks attract are pretty much the same people that I'd imagine J2O would want to attract, especially the designated driver amongst the group.
Lilt
The design of the Lilt bottle and Lilt's branding in general makes it very obvious that the drink is made from more than one fruit, it does this through quite a busy-looking label as well as bright colours. This however is one of the problems that Britvic have with their current design, their colours are perceived as childish, and the Lilt bottle has a very similar feel to it, although it is a lot more childish than the J2O bottle design. What I can take from this however is that a busier design suggests a more complex product, whereas a more minimal design, like the J2O bottle, suggests a simpler product.
Innocent
In my opinion, Innocent is the best-branded fruit juice company. It takes a very non-serious stand point on health, and I think people like that. This sort of fun and playful branding is how J2O want to approach their re-design. Using something quirky and somewhat childish like this wouldn't work though, as it's a completely different target market. I think something quirky would have to be a lot more playful for it to work for J2O.
Appletiser
Appletiser is more sophisticated and grown-up drink that contains fruit. Apparently it counts as one of your five a day, although I'm not sure just how healthy a option it is compared to eating an apple, or just who is drinking it for its health benefits. I feel like this somewhat simplistic bottle design is more appropriate for the target audience than something busy like Lilt, but then you get the problem of it not suggesting the use of more than one fruit like the Lilt bottle does. I think it'll be difficult to get this balance right.
Shloer
Shloer is very similar to Appletiser in terms of it's design, it's very simple and is based around the colour of the drink, which is one of things that helps sell food and drink as it appeals to one of your senses. The bottle shape being more reminiscent of a wine bottle than the Appletiser bottle automatically gives it a more grown-up sort of feel to it, but the shape of the bottle isn't something that I can change in the re-design, so this isn't something I can use to my advantage unfortunately.
Kopparberg
Kopparberg is one of the more high-end brands of cider, you certainly won't see any homeless person sat on a street corner with a 3L bottle of it. Given that Britvic identified that their target market aren't overly bothered about drinking an alcoholic drink because of it's alcohol content, and don't discriminate between alcoholic and non-alcoholic drinks, Kopparberg seems like an appropriate brand to look at. Their branding is very up-market, using reflective foil, dark colours and a traditional typographic style to create a very high-end brand, and this is reflected in the price of the product. This isn't a problem though, because generally the market that Kopparberg attracts has the disposable income to afford it, similar to the market for J2O. All this contributes to a product that people happily ascociate themselves with, which is what Britvic are after.
Brew Dog
Ale is traditionally an old mans drink, but Brew Dog are a company that tries to make it appeal to a younger market through edgy design and an edgy brand. This is the sort of expressive and playful design that I think Britvic are after, and the sort of market that their drinks attract are pretty much the same people that I'd imagine J2O would want to attract, especially the designated driver amongst the group.
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