JKR Juice Competion Brief: Sourz Obscure
The Brief
Create a new range for Sourz that moves away from the neon buzz of city nights, and transports the consumer to a new and unexpected place. Taking inspiration from the world’s most remote and isolated places. Explore how to instill a sense of maturity in the new range whilst retaining a sense of modernity and fun.
Audience
The majority of current SOURZ consumers are 18–21 years old. The brand want to increase their sales by launching a new range of drinks that will appeal to a slightly more mature, 24 years old+ consumer.
The majority of current SOURZ consumers are 18–21 years old. The brand want to increase their sales by launching a new range of drinks that will appeal to a slightly more mature, 24 years old+ consumer.
Inspiration
The Bermuda Triangle, also known as the Devil’s Triangle. A mysterious and unexplainable region in the Atlantic Ocean where a number of ships and aircraft have dissapeared and have never been rediscovered. There are many theories as to why, but these have never been proven.
The Bermuda Triangle, also known as the Devil’s Triangle. A mysterious and unexplainable region in the Atlantic Ocean where a number of ships and aircraft have dissapeared and have never been rediscovered. There are many theories as to why, but these have never been proven.
Visual Identity
Six interchangable visual identities to be applied to packaging design and extensions. Area of the Bermuda Triangle moves across the Bermuda name 'losing' areas of letters that are covered.
The Range
Packaging range - Taking inspiration from the mysterious powers in which the Bermuda Triangle possesses in claiming aircraft and ships a glass pyrmamid protudes from the bottom of the triangular bottle. An aspect which is used as a vehicle across promotion and advertising for the brand.
Branding covers all three sides of the bottle. The identity is split into two aspects and printed directly onto two different sides of the bottle. An exact outline of the Bermuda Triangle is positioned on the front. The Bermuda name is placed on the reverse with an area missing where the triangle is covering. This is a formula which is visible throughout the range and its extensions.
Advertisements
Bus-stop advertisment - A photograph of behind the bus shelter covered by a pocket of encapsulated coloured water is used to achieve the effect of objects and people dissapearing as they go past the bus stop.
Poster in situation.
Poster designs include stories of ships and aircraft which have gone missing in the Bermuda Triangle. To be displayed in bars where Bermuda is sold.
Bermuda at the bar - Bottles are placed on a light source which illuminates for a set period of time displaying the Bermuda bottle range. The lights then turn off leaving the bottles hideen and only the branding visible.
Chill reactive coaster - Bermuda branding printed in normal blue ink on a chill reactive paper. When a cold source (glass/bottle) is placed on top of the coaster the paper will react changing colour with the Bermuda branding dissapearing.
