Background
J2O was born out of Britvic’s historic expertise in juice blending. When it was launched in 1998, J2O was a pioneer in the adult soft drinks, enabling consumers to have a satisfying drink experience that didn’t disappoint when socialising with their friends.
By expertly blending different fruit juices with their unique aromas, J2O was carefully crafted to create a satisfying and multi-dimensional taste experience. The drink delivered strong, well-rounded flavours that were a velvety, sweet mouth-feel with lingering fruit flavours and a zingy finish. However, despite a strong heritage story around blending, many consumers were
not aware that J2O is a blend of two fruit.
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 stood (2015), 40% of J2O consumption were those aged 16 and under, but Britvic wanted to change that. The current artwork design was not seen as ‘adult’ by many; the colours were viewed as bright and childish, and some consumers even described it as cheap and ‘chavvy’. Britvic wanted to redesign the J2O Apple & Mango/Orange & Passionfruit products, to appeal to a wider target audience of 25-35-year-old men and women, making them feel proud to be seen holding J2O in bars, restaurants and at home, and should bring through J2O’s expressive, unpretentious and playful personality.
*Existing J20 Products prior to the execution of competition brief.
The Solution
Bottle shape and synonymous green(s) were maintained as requested within the brief.
Risks were taken, challenging the brief. I was asked to maintain the J20 logo, but did not use 'cutter artwork' that
was provided. Therefore, the logo was extenuated and rotated, now suggesting a more pronounced and clear statement.
"This is J20"
The existing bottle base contained an moulded indentation embedded in the glass.
I adapted my design by placing a 'flick', or 'leaf' like graphic, denoting the two fruit blends. Then, by adding the product name(s) to the bottle neck in a similar fashion, this kept the design clear, clean, simple and balenced.
In colour psychology, black is the colour of simplicity and distinctiveness, standing out when used as a packaging colour.
It conveys a degree of mystery on one hand and elegance / sophistication on the other.
Tastes begin to change around 25 as young adults become more sure about themselves, finding their direction in life.
People at this age tend to prefer more subdued colours and are less open to experimenting with colour,
sticking to their favourites.
Packaging denotes a group of young adults in a social environment, suggesting fun, movement and excitement.
In addition, I attached a facebook motif. This would encourage and extenuate social network activity, communication
and connection with the brand.
My design consideration placed in a bar/resturant environment.
25-35 year old men and woman, grown up, confident and have an established social network enjoying the J20 experience.
