Page 1

Brief #15 - Purdey’s

D&AD New Blood Awards packaging design brief

Brief #15 Repackage Purdey’s Rejuvenate and extend the packaging range to a new drink, Natural Energy

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Andrea Hannah Cooper - OUGD603 Extended Practice 2014


Brief, Deliverables & Concept

Brief #15 - Purdey’s

Brief -

Concept -

Repackage Purdey’s Rejuvenate and extend the packaging range to a new drink, Natural Energy

The brief asked for a new packaging design for the existing Purdey’s flavour, Rejuvenate, and for this design to be extended onto a new flavour, Natural Energy. I decided that as most health drinks promote what they can do for the body, and that because Purdey’s existing bottles use the tagline ‘‘Purdey’s - well being for body, mind and soul.”, the most obvious route to go down was looking at what the drink did to refresh the mind. I created a bright and colourful bottle design featuring a brain with the imagery of colourful sparks inside, with a tactile element to entice customers to buy the drink.

Deliverables A new packaging label and bottle design for Purdey’s Rejuvenate, and a packaging label and bottle design for Purdey’s Natural Energy

D&AD New Blood Awards packaging design brief

Andrea Hannah Cooper - OUGD603 Extended Practice 2014


Background & Research

Brief #15 - Purdey’s

Background -

Secondary Research -

(from D&AD brief)

The majority of research for this brief was secondary contextual research as I completed the brief in a quick turn around and therefore had little time to complete more than just contextual research.

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.

D&AD New Blood Awards packaging design brief

Andrea Hannah Cooper - OUGD603 Extended Practice 2014


Contextual Research

Brief #15 - Purdey’s

D&AD New Blood Awards packaging design brief

Contextual research For contextual research, I looked into existing health drink packaging, particularly at the colours and illustrations they used. This helped me to create a design for Purdey’s that I felt like I had not seen before.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014


Design Development

Brief #15 - Purdey’s

D&AD New Blood Awards packaging design brief

Initial design development After researching into existing bottle packaging designs and comparing them to the original Purdey’s silver bottle, I decided that colour would be one of the most important elements to add into the design. Once I had created a vector outline of a brain, I added it to several images I had saved from a 1st year brief of ink

dissolving into water and once I had worked with this in Photoshop, I then vectored the images and began to experiment with different colour schemes. These are examples of the a few of the experiments.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014


Bottle Design, Label & Bottle Cap Label

Brief #15 - Purdey’s

D&AD New Blood Awards packaging design brief

Purdey’s Rejuvenate The colours I chose for this bottle design symbolise refreshment and rejuvenation.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014


Bottle Design, Label & Bottle Cap Label

Brief #15 - Purdey’s

D&AD New Blood Awards packaging design brief

Purdey’s Natural Energy The colours chosen for this bottle design symbolise a boost in energy and sparks flying in the brain.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014


Bottle Structure

Brief #15 - Purdey’s

D&AD New Blood Awards packaging design brief

Bottle shape To mock up the tactile element of the bottle, where the brain is raised out of the surface, I experimented with 3D modelling in Illustrator to properly depict and explain how the brain would extrude out from the bottle. While retaining the original bottle shape, the new design adds a three dimensional, tactile element in the form of a raised, embossed brain shape on a glass bottle. This demonstrates how Purdey’s drinks connect the body and the mind.

The flat label adds colour into different areas of the brain to symbolise how the drink affects a customers mind and the coloured areas lay over the raised shape, hiding the fact it is embossed out of the bottle.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014


Brief 15 d&ad purdeys boards  
Advertisement
Read more
Read more
Similar to
Popular now
Just for you