In the brief it mentioned that the use of fruit in the advertising of J2O in the past has increased sales. For this reason 4 simple illustrations have been created as a visual aid to show what fruits are in the juice drink.
The hand rendered illustrations strips it back from a corporate identity and gives it a personal touch which allows people to connect with the product and subconsciously link it to a more homemade product rather than a mass produced juice. The fruit has been illustrated cut open so that the customer is sure on first glance what the illustration is supposed to be. If it was a whole orange it may just look like an orange circle. Using segments makes it easily recognisable. The illustration style is simple using basic shapes and rough cut outs to form the fruit, a minimal amount of colours have been used. The reason for this design style is so that the fruit does not become overcomplicated by unnecessary detail. By keeping the designs simple it means they can work at any size and do not distract from the rest of the design.
The bottle labels have also been stripped back to a simple, dynamic shape. The symmetrical shape represents a leaf, which once again helps to reinforce the message of two blended fruits. The new label has kept the shade of green synonymous with J2O but a gradient has been added to lighten up the label as well as to fit in with the package design. The coloured outlines represent the two fruits which are blended in the drink. The neck labels have equally been kept as simple as possible by just showing the flavour of the drink and an illustration of the fruit inside. The illustrations have been repeated to match the 4 pack packaging. This has helped to form a stronger visual identity by clearly linking each piece of design together. The colours in the illustrations tie in with the strokes around the bottle label.
The 4 pack design adds continuity to the overall aesthetic by using the same fruit illustrations and colour theme as the bottle labels. Using the fruits on the front of the packaging immediately helps people to recognise that the juice is a blend of fruits. The swirls that come out of the fruit reinforces this idea and adds a fluidity to the design implying it is free flowing and mixed together. The previous design did not show any fruit on the design just splashes and waves of fruity colours, if people cannot see an indicator of what is in it then they are unlikely to buy it. The design now fits in a lot better with the target audience, it is still bright and enticing whilst fading away from the younger under 16s audience.
The project has been challenging as the rules of the brief dictated that the J2O green had to be used in the design and that the logo could not be changed. The colour green isn't overly 'grown up' or mature, this is something that they wanted to show in their product so it seemed hard to make J2O more sophisticated when I couldn't get rid of the main problems holding it back. The green is dated and has limited the redesign on J2O. However working within these guidelines has been an interesting and fun challenge. To combat the green I have added a gradient, this has helped to lighten it up and bring the packaging to life a bit more!
In the way of restrictions, time hasn't been an issue as I have been able to work on it over the space of a few months with the option to leave it and come back to it. This is definitely the brief that has taken up the most time as I have had to explore practical ways of getting the designs to work within the guidelines. The J2O brief has been challenging and interesting. It has taught me a lot about package design and how it works to subconsciously get the general public to buy a product.
I have been restricted in other areas such as the the quality of the print and the cut out. My first test print was on matt card, the colours faded and lost the vibrancy that they held on screen. However this gave me a mock up which I could practice cutting up. When it came to reprinting I had to use a matt stock as the gloss I would have preferred to use did not come in a large enough size. I was also informed that the ink would crack on the gloss card once it was folded. To get around this but retain the bright colour and add a shine I printed it on matt and then laminated it. By laminating it it added a shine to the packaging as well as a protective coating. The laminate stopped the packaging from ripping or tearing and also meant that when I scored and folded it the ink did not crack and the packaging did not get weaker. Although the laminate has been beneficial it has not produced a professional finish. Equally having to cut each section out with a Stanley knife meant that it was not as neat or accurate as it would have been if it was machine done. Cutting around curved corners proved to be difficult and was not as neat as I would have liked. However looking at the final images the packaging shows what it would look like if printed commercially.
Commercial considerations include the fonts used which are free for public commercial use. The only issue I can conceive if it were to be printed commercially that it may be too many colours, this would make it more expensive to print. However for the purpose of rebranding this project has been successful in giving J2O a new lease of life.
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