MODULE ASSESSMENT BRIEF
LEEDS COLLEGE OF ART
Programme Title: BA (Hons) Graphic Design
Level: 6
Module Title: Extended Practice
Module Code: OUGD603
Brief Title:
Module Leader/Tutors: Amber Smith,
D&AD Purdey’s
Andy Lodge, Simon Harrison, Phil M
Module Credits: 60
Weighting of Brief within Module: 100%
Context (from D&AD brief) Purdey’s is proud to be the original well-being drink, created in the early 1990s by a team of brewers in Hartlepool, North East England. Purchased by Britvic Soft Drinks in 2000, it’s remained a small but perfectly formed part of the company’s portfolio of much larger brands. It has remained untouched and unadulterated in the pursuit of scale, unlike many of its contemporaries. Part of Purdey’s appeal lies in its idiosyncratic nature; from its packaging, which was developed specifically to preserve the delivery of the drink, through to the ‘taste like no other,’ slightly brewed flavour of the drink itself. Purdey’s is less marketed and more discovered by its loyal followers in urban corner shops and supermarkets.
Brief or Tasks Repackage Purdey’s existing drink, ‘Rejuvenate’, and extend the new packaging to include a new drink titled ‘Natural Engergy’. The challenge is to create packaging designs which can share Purdey’s secret without losing the curiosity of the brand.
Preparation/Research suggestions Consider a packaging solution that breaks conventional rules of what health drink packaging is “supposed” to be like. Consider how the two products interact Consider changing the shape of the bottle completely
Evidence – for this project students should submit A packaging solution for Purdey’s Rejuvenate and Natural Energy drinks D&AD competition submission boards
Briefing: Monday 30/09/2013
Deadline: Thursday 22/05/2014