Each Pop A Fizz! flavor has a unique profile that makes them a delicious beverage to sip on its own or pair with a cocktail. The personality of the brand should be fresh, unique and retro. The target audience is health conscious beverage consumer “hipsters” wanting to pay moderate prices for a flavorful alternative to traditional soda/soft-drinks.
With that in mind it was decided that the packaging would be comic book “retro” style to stand out among competitors that mostly choose a traditional look. Letting you know the most important things about this product: that is all natural juice, it contains no added sugar, and it contains vitamins and antioxidants. The final result is a clear bottle with a clear label to show the bubbles of the delicious soda and a strong, yet retro look for the branding on the shelf.
Guidelines
* Determine what the personality or essence of your brand is and the market segment for which you want to design a brand: teens into extreme sports, kids, 20-something hipsters, etc. You are encouraged to design for an underrepresented market segment.
* Determine which flavor your soda will be and purchase a 4-pack or 6-pack of any brand of soda that comes in glass bottles. Remember the color of the product should work with the flavor of the soda you are designing. For example, Jones brand sodas have bright red, bright green, and bright blue flavored sodas. Try to get a brand of soda that does not have embossed glass texturing (Stewarts does, but Jones does not).
* Hot soak the old labels off of the bottles. Use lighter fluid, WD-40, etc. to remove sticky residue and printed codes as needed.
* Measure all of the different sides to your soda carton and bottles to determine what sizes you are designing for. You are not limited by the typical squares and rectangles found on many packages; feel free to look beyond this if you wish. Remove the bottles and flatten the carton for ease in measuring. Just be sure you measure all the different sides.
* You may not use photographs.
When you create your design for the soda of your choice, consider the questions below as well. Great design brings together many different attributes, but above all the design has to capture the shopper’s attention, appeal to their taste, and make them want to purchase the product. This make-it-or-break-it decision happens in the span of just a few seconds.
* Is there a bold graphic element that makes the design stand out among the competition?
* Do the graphics on the package work as a cohesive whole when a group of the same product (or complementary flavors) are stacked on the shelves in the store?
* Is the design appetizing?
* Is the brand message clear to the target audience?
* Is the visual hierarchy clear and well-structured?
* Is the information easy to read and understand?
* If only the bottle is seen (without the carton), are all the above questions still answered with “yes”?
* Is the entire name of the product visible when looking at the front of the bottle? In other words, does the name wrap around the bottle, making it impossible to read the entire thing without rotating the bottle?
Design and create the following items for your packaging. The final mock-up should look as close as possible to an actual product found on the supermarket shelf, including volume, barcodes, warnings, etc.
* Front bottle label
* Back bottle labels (these can wrap around from the front or be separate)
o Be sure to include barcodes, nutrition information, ingredient information, volume, recycling, contact information, etc. Make sure to create your own based on the soda you purchased.
* Lid labels and neck labels for bottles
* Carton packaging for all sides of your carton. Labels can be separate or can wrap around carton as needed. If used, your founding stories from Phase One will go here.
Carefully spray paint your soda carton with a solid background color of your choice. Use 2-3 thin coats as opposed to one heavy coat; allow paint to dry well between coats.
Print out all of your labels and cut out neatly. Adhere labels carefully to bottles and carton using rubber cement or spray adhesive. Presentation counts heavily.
Photograph (preferred) or scan your packaging mock-up.
