I decided to take on the Feel Good Drink Co. brief as one of quicker briefs as I feel I could generate some ideas instantly in response and try and come up with a quick turnaround within a day or so. Here is the brief below, It's fairly simple in it's concept and very open. It needs fresh new exciting ideas that reflect the company, brand and ethics behind themselves:-
The Brief
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.
However 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.
Creative Requirements
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.
Target Audience
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.
Additional Information
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!
Feel Good Drinks is keen to support young, creative talent and will be actively looking to develop ideas submitted for this brief. If your idea is chosen to be developed and implemented as part of Feel Good Drinks’ marketing plans, as well as seeing your work come to life and the publicity that will come from this, you’ll be given full credit for your idea and will also receive £1000.
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