For this assignment I redesigned the packaging for L&P, New Zealand's national soft drink.

 

My initial thoughts on the brand identity of Lemon & Paeroa were of the laid back kiwi summer mentality, due to their previous advertising campaigns, but through further research I found that they had just gone through a redesign in their packaging. Their new intentions were to create visual impact on store shelves, and to market to a younger generation whilst maintaining the tradition and essence of the drink. For my design I chose to take elements from both of these identities.

 

After much deliberation I chose a tuatara as the basis for my character in order to communicate this brand identity. The tuatara captures the feeling of kiwi summer as a reptile that basks in the sun and is native to New Zealand. It also creates a relationship to L&P's long running slogan, "World Famous in New Zealand since ages ago" and so identifies with the product.

 

Aesthetically, the texture of the lemon peel has been adapted into the texture of the tuatara skin using the traditional L&P colour scheme of brown, yellow & bright red, to generate a look that embodies feelings of refreshment and brings all these different elements together in a cohesive manner.

 

The style references that of artist James Gilleard. The aesthetic uses basic flat vector texturing, shading and soft colours which is current and is easy on the viewers eye, as opposed to the thick linework I had on previous iterations. A great amount of effort was put into getting the character's pose to flow and give a feeling of relaxation.

 

These feelings of refreshment and the laid-back kiwi culture have been translated into the logo and additional graphics to create a unified redesign of L&P for their current target audience.