Inital research boards

o be the original well-being drink. For many experts has been tirelessly putting their to good use, bringing you a unique formula and restore your well-being. They’ve even wn glass bottle, wrapped in silver to protect a and B vitamins from the light. Such dedication! u a tasty and gentle lift for body and mind es some energy drinks can give you. p energy release port your immune system a day making life a little bit easier ng for body, mind and soul.

R E J U V E N AT E

uit drink

multivitamin fruit drink

ner, open slowly and handle with care.

Purdey’s is best served chilled and once opened, keep refrigerated and drink within 3 days.

Efter öppning, förvara kylt och drick inom 3 dagar.

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A formula of grape and apple juices, sparkling spring water, botanical extracts and B vitamins to give you a gentle lift and help you feel rejuvenated.

WANT TO GET IN TOUCH? Call our Consumer Helpline in GB & NI on 0800 032 1767, ROI on 1800 696 127 or visit www.britvic.com and email us.

Britvic Soft Drinks Ltd., Chelmsford, CM1 1TU, England. Britvic Ireland Ltd., P.O. Box 2020, Dublin 10.

Distributör: Brand Beverage Distribution AB, konsumentkontakt: info@beverage.se www.beverage.se (In Sweden only)

330mlProblems

PURDEY’S and ELIXIR VITAE are trade marks of Orchid Drinks Limited.

The Brief To redesign the packaging for Purdeys Rejuvenate drink and extend the range to include Purdeys Natural Energy, a tea based drink that is high in vitamins. Purdeys isn’t marketed through advertising therefore it is something you discover by chance and intrigue. The brand wants to remain quite small and personal.

Calories 106 5% Sugar 22g 24% Fat <1% 0.3g Saturates <1% Trace Salt 0g 0%

of an adult’s guideline daily amount based on a diet of 2000 kcal

urs, sweeteners, colours or preservatives. suitable for vegetarians. To be enjoyed as nd balanced diet and a healthy lifestyle.

Each 330ml bottle contains

™

NUTRITION INFORMATION Typical values Per 100ml Per 330ml bottle Energy/Energi (kJ/kcal) 135/32 446/106 Protein (g) 0.2 0.7 Carbohydrate/ Kolhyrater (g) 6.8 22 of which sugars/ varav sockerarter (g) 6.8 22 Fat/Fett (g) 0.1 0.3 of which saturates/ Trace varav mättat (g) Trace Fibre/Fiber (g) Nil Nil Sodium/Natrium (g) Nil Nil % RDA* % RDA* Vitamin C (mg) 8.0 10 26.4 33 Thiamin (B1) (mg) 0.11 10 0.36 33 Riboflavin (B2) (mg) 0.14 10 0.46 33 Niacin (B3) (mg) 1.6 10 5.28 33 Vitamin B6 (mg) 0.14 10 0.46 33 Folic Acid/Folsyra (µg) 20.0 10 66.0 33 Vitamin B12 (µg) 0.25 10 0.83 33 *Recommended Daily Allowance INGREDIENTS: Fruit Juices from Concentrate (Grape 41%, Apple 16%), Carbonated Spring Water (41%), Natural Peach Flavouring, Natural Flavourings, Botanical Extracts (Damiana, Oak Bark and Chinese Ginseng), Citric Acid,Vitamins (C, Niac Thiamin, B6, Riboflavin, Folic Acid, B12).

INGREDIENSER: Fruktjuicer från Koncentrat (Dru 41%, Äpple 16%), Kolsyrat Källvatten (41%), Naturli Persikoarom, Naturliga Smaktillsatser,Växtextrakt (Damiana, Ekbark och Kinesisk Ginseng), Citronsyra Vitaminer (C, Niacin, Riboflavin B6, Tiamin, Folsyra, B12).

The packaging must remain opaque due to the nature of the light sensitive ingredients used in the drink.

D&AD Purdeys Redesign Chris Shuttleworth

GLASS BOTTLE: Widely recycled 121436

I think that the drink is being devalued by being sold in Poundland, and it’s automatically assumed that it is cheap and fizzy. A re-design needs to shake this association. The design is generally too mechanical and I don’t think that the illustrations add anything to the visual appeal of the product, in general the drink needs to appear more natural and good-foryou.

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Audience Described as ‘active, on-the-go, looking for a pleasant lift.

People that pursue a relatively healthy lifestyle but aren’t committed to regular exercise and diet.

The audience for Purdeys is a young adult, older than university age, that have more concern for healthy living.

As Purdeys is quite a sensible and well balanced drink the consumer will reflect these qualities.

As the drink offers a ‘pleasant lift’ workers could be targeted, possibly recent graduates that have not fully adjusted to 9-5 working and tire easily.

The redesign must not be gender exclusive as the company is trying to extend its market reach.

D&AD Purdeys Redesign Chris Shuttleworth

By looking at other products the audience will be familiar with the design will be able to update and be seen by the correct audience who will be willing to pay a little bit more for a quality product.

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Outdated/ Avoid Purdeys currently comes across as cheap and bland, when competing brands have bags of personality and appeal (e.g. Firefly). To improve the current packaging the design needs to avoid these dull and outdated aesthetics and develop itâ&#x20AC;&#x2122;s own tone of voice and personality.

It needs to clearly be a rejuvenation vitamin drink, emphasising the fruit of the drink would be deceiving as it is more of a healthy energy drink than a natural fruit drink.

D&AD Purdeys Redesign Chris Shuttleworth

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Fresh The main feature of Purdeys is that it is a mature energy drink. It needs to aesthetically place itself apart from the existing energy drink market as these brands are aimed at a younger audience. Itâ&#x20AC;&#x2122;s direct competition is other drinks that claim health benefits but at the moment it looks like a flavourless energy drink.

The challenge is to communicate a similar message to these products but also claiming more presence when on a shelf next to them. The product also wants to remain small brand, to retain itâ&#x20AC;&#x2122;s personal relationship with customers.

D&AD Purdeys Redesign Chris Shuttleworth

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