Responsive: J20 Brief

J20

Redesign J2O to become more appealing to adults

Background

J2O was born out of Britvic’s historic expertise in juice blending. When it launched in 1998, J2O was a pioneer in the adult soft drinks category, enabling consumers to have a satisfying drink experience that didn’t disappoint when socialising with friends.

By expertly blending different fruit juices with their unique aromas, J2O is carefully crafted to create a satisfying and multi-dimensional taste experience. The drink delivers strong, well-rounded flavours that have a velvety, sweet mouth-feel with lingering fruit flavours and a zingy finish.

However, despite a strong heritage story around blending, many consumers are not aware that J2O is a blend of two fruits.

Target Audience

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.

Creative Challenge

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.

Designs must be created for both our Orange & Passion Fruit flavour and our Apple & Mango flavour. Please also come up with packaging designs for the 4pk packaging for each of these flavours. You'll find cutter guide artwork in the Project Pack.

Our flavour descriptions are:

Orange and Passion Fruit
J2O O&P is a perfect marriage of the honeyed and fragrant passion fruit and citrusy orange tangs

Apple and Mango
J2O A&M is a delicious combination of mild apple flavours mixed with the sweet mango aromas that create a smooth, mouth-watering drink.

Considerations

• Ensure that consumers know that J2O is a blend of two fruits.
• The J2O logo and bottle shape drives consumer recognition so must be maintained.
• The J2O brand is synonymous with the colour green that is on all of our packaging. Please make sure that it features in some capacity when coming up with design ideas.
• In the past, the depiction of fruit on our packaging has increased taste credentials so although it’s not compulsory to do so, bear this in mind when coming up with design ideas.
• We would encourage you to visit bars, pubs and supermarkets to view J2O against its competitors to better understand the scale of the challenge. 

Creative Requirements

Please share up to eight images in total showing your solution for individual bottles and four pack, along with supporting information that briefly articulates your idea in words (up to 400 characters)

Should you wish, you can also submit physical material such as prototypes and mock-ups etc.

We’re also interested in seeing the creative process that led to your final idea. This can be hand sketches or alternative design directions you explored before selecting your final one.

Deliverables & Additional Information

For guidance on how to submit your work, please adhere to the main Deliverables information which can be found at the YCN website.

Any additional elements referenced in this brief can be found in the supporting Project Pack which can be found in the Student Awards section of the YCN website.