Make A Name For Both Of Us
Why should you spend your time on this brief?
1. It’s feel good... our drinks are tasty, healthy and based on previousYCN awards they should get the creative juices flowing a little faster than most.
2.We’re up for a challenge... even though our business is growing quickly, we aren’t afraid of change and taking risks.
3.We’ll make it real... finally and most importantly, if your idea is good enough we’ll use it. That’s what happened to Debbie Hulme’s Feel Good gnome animation which became an E4 campaign. AYCN winning idea will also feature prominently in our 2013 brand plans.
The creative challenge is detailed below, so if you want to make a name for yourself and create a CV which is second to none, then read on!
A Little Bit About Us
We are a relatively small, privately owned company which makes tasty, healthy drinks. The business was started by Dave, Chris and Steve in 2002 with a range of 3 juice drinks in 375ml glass bottles. We now offer 5 ranges including Feel Good Kids, Feel Good still & sparkling juices, Feel Good non alcoholic cocktails and Feel Good vitamin waters.
The “golden rules” we stuck to since the start of the business are that we only use 100% natural ingredients and never add sugar to our drinks. One major challenge we have is that consumers aren’t aware that almost all of the supposedly healthy drinks have lots of added sugar or artificial ingredients.
As the name suggests, our brand is all about making people feel good. We keep things simple and quite light hearted, after all we’re not rocket scientists we just make tasty, healthy drinks. We do try to do our bit and have a Feelgoodness Days volunteering scheme for our team, along with our weekly Feel Good Fridays and our Feel Good Fund for good causes.
Because we love seeing new ideas we’ve given 2 briefs below. Brief #1 is focused on pack design. Brief #2 has a broader scope with the challenge of raising brand awareness. So let your creative taste buds be tickled and take your pick (if you’re feeling very industrious, we won’t stop you doing both!)
Brief #1 - A new look for Feel Good
We think our pack designs look good. The designs are simple, colourful and impactful on shelf, the brand name is clear and most people get the fact that we are offering tasty, healthy drinks.
YCN STUDENT AWARDS 2012—13 2However there is a risk that we’re being a little modest with our communication of some the main reasons to drink Feel Good eg no added sugar and 100% natural ingredients. We also want to ensure that we strike the right balance between the communication that our drinks are healthy and having label designs which makes people smile and feel good.
We’re big fans of simple, uncluttered pack design, we like what we’ve got but recognise that the best designs are constantly evolving. The supporting information included in our project pack shows how our designs have evolved over the last 10 years, we’re up for change and would love to see some fresh ideas.
Brief #1 please focus on the label designs rather than the bottle shapes. We’d like the ideas to focus on our still and sparkling juice ranges but ideally you’d also demonstrate how your idea could be translated to our other ranges. We’ve supplied the current brand typeface and logo, but please feel free to change, challenge and be creative.
Feel free to incorporate the Feel Good Drinks logo and images of our bottles into your work where appropriate. For the communication campaign we’d like you to focus on our small bottle still and sparkling juice drinks. Images of these can be found in the project pack.
YCN STUDENT AWARDS 2012—13 3
16-34 year old adults who are happy to pay a little bit more for a healthy, tasty soft drink that isn’t full of junk.They are an up-beat, look-on-the-brightside, sociable bunch, who like to work hard but always find time for some feel good fun and games.
Tone of voice
PMA people - you can’t call yourself Feel Good Drinks and be miserable!The message should always be friendly, fun, and just a little bit cheeky. Please don’t get all serious on us now. It’s about talking to people on their level, making a connection and making them smile.
Read all about us at our site and stay up to date with what we’re doing by becoming a Facebook fan or a Twitter follower.
And remember, Drink Good....Feel Good! Deliverables, Artwork and Additional Information
For guidance on how to submit your work, please adhere to the main deliverables information in the Student Awards section of theYCN website.
Any additional supporting information referenced in the brief can be found in the supporting project pack on theYCN website – www.ycn.org
1. Why have you chosen the brief?
- product packaging is one of my areas of interest within graphic design
- I like the product
- the ethos of the brand/company is admirable and I can relate to it (healthy, high-end product)
- I want to obtain more experience in packaging design
2. What do you want to get out of the brief?
- insight into working on a real brief and meeting client demands
- disciplining the way I work, working out how many hours to spend, when to work on it and planning and time management generally
- a finished product that I am happy/proud to submit
3. What do you want to do, make, propose in response to the brief?
simplistic pack design for Feel Good Drinks, looking at where the current design works and where it doesn't work so well as well as focussing on how to stand out from up and coming competitors 'on the shelf'
4. Why do you want to enter the brief?
- to explore and experiment with my love of food/drinks packaging
- to win
- to be successful, get my work out in front of professionals
5. What's the problem?
- consumers need more reasons to drink Feel Good
- how do we create a balance between communicating that the drinks are healthy and making people smile and feel good?
- how do I improve from the current label designs and make the design 'fresh'?
6. What's the brief asking you to do about it?
- be fun/cheeky but communicate the healthy aspects of the drinks
- come up with a design that makes people smile
- be simplistic but creative, create an impact
7. What's it trying to achieve?
- more awareness about the product to a wider audience
- a light-hearted product/design concept which informs as well
- a 'new look' for feel good
- a design that competes with other 'evolving' design solutions and ideas
8. What are the 10 most important words on the brief?
9. What's the message? (concepts/ideas)
- be happy and healthy
- don't take yourself too seriously
- these drinks are full of tasty goodness
- feel good
- be fresh and fun
10. Who is the audience? (people)
- 16.34 year old adults
- sociable and fun
- healthy/health enthusiasts
11. What is the context? (places)
- high/middle-end cafes and coffee shops
- office kitchens/cafes/canteens/venders
12. What products do you associate with the brief/brand? (products)
- healthy drinks
- sparkling v juice (e.g. Rubicon drinks range)
- bottles (glass/plastic)
13. What do you have to do? [IDENTIFY]
re-design the current labels for Feel Good Drinks so that they can stretch across a range of their products
14. What do you need to do? [UNDERSTAND]
create a fun range of designs that make people smile as well as communicating the healthiness of the product
15. What can you do? [DEFINE]
- be inventive and original in making the user smile and feel good
- create a design that is distinctive and recognisable
- experiment across a range of media, think about photography, hand-rendered, typography and illustrations
16. What could you do? [SPECULATE]
- produce a range of different label designs that work as a series, almost like a collectors item, each one unique and engaging but maintaining a consistency
- look into a variety of different stocks that could work in making people feel good, breaking away from the standard conventions of bottle labels
- give the label designs an additional/extra dimension that hasn't been seen before on drinks bottles to create a buzz around the product
- installation design (following on from the style of their website)
17. What hasn't been done before?
- 3D label design
- multi-sensory drinks labels
- humorous content, jokes, funny facts etc.
- hand-rendered design style
- incorporating a digital addition to the label design, e.g. a QR code or something that directs the user online in an interactive way
18. What do you know already?
- The Feel Good Drinks Company produce a range of drinks including sparkling juice drinks, kids juice drinks and still juice drinks
- they are all made from 100% natural ingredients with no added sugar
- all the drinks come in a range of different fruity flavours
- they are environmentally conscious; they use 100% recycled products and responsibly sourced materials, the glass bottles used are made from 35% recycled material and they encourage this attitude in their offices as well
19. What do you need to find out?
- who are the products aimed/targeted at, the range of audience
- what the drinks range tastes like
- how does the branding and packaging encourage 'feelgoodness'
- who are the main competitors?
- what colour scheme would communicate a 'feel good' vibe
- language and tone of voice; what would be most appropriate?
- what are other competing brands doing that makes them successful?- where is feel good drinks going wrong?
- what are they doing right?
- how the brand is viewed from members of the public, media etc.
20. What's stopping you doing it?
- thinking of something original, that hasn't been done before with drinks packaging
- limited materials and facilities
- time restrictions and management