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Purdey’s

D&AD Competition

Brief 9

Purdey’s Challenge Repackage Purdey’s Rejuvenate and extend its range to include the new product - Purdey’s Natural Energy. With the world increasingly looking for products that work in harmony with our bodies, its time for Purdey’s, in its own way, to share it’s secret more broadly. Solution The Rejuvenate drink range communicates been youthful, this is seen through an illustrative design, placed within the environment of the city surroundings. Natural energy range is similar to rejuvenate however, with a different illustration, in keeping with the city landscape concept.

OUGD603


Research

Purdey’s

P01

I have found a range of research items that can help influence my design direction of the Purdey’s brief. The design items that are consistent throughout all of the designs are the use of bright natural colours, I believe this should be used within my own design and helped to influence the Purdey’s natural concept. The use of illustrations together with appropriate colours also seem to be successful


Concept/ideas

Purdey’s

P02

These diagrams help highlight how my chosen concept has been created and where it has come from. While this is a small section of the concept and idea generation, it gives a flavor of exactly what my though process was.


Purdey’s

P03

R E J U V E N AT E

Development of my concept has started with the production of illustrations and design styles; these have helped influence my design direction and how it would look. The use of colour has also been beneficial to make the design stand out and look as interesting and creative as possible. Each illustration has been produced to help create a more powerful, impactful design.

youth Restore your inner

youth Restore your inner

Purdey’s is proud to be the original well-being drink. For many years, our team of experts has been tirelessly putting their scientific know-how to good use, bringing you a unique formula to help re-balance and restore your well-being. They’ve even swathed it in a brown glass bottle, wrapped in silver to protect the delicate formula and B vitamins from the light. Purdey’s – well-being for body, mind and soul. No artificial flavours, sweeteners, colours or preservatives. Caffeine free and suitable for vegetarians. To be enjoyed as part of a varied and balanced diet and a healthy lifestyle. Multivitamin fruit drink. Pressurised container, open slowly and handle with care. Purdey’s is best served chilled and once opened, keep refrigerated and drink within 3 days. 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. PURDEY’S and ELIXIRVITAE are trade marks of Orchid Drinks Limited.

GLASS BOTTLE: Widely recycled

Each 330ml bottle contains

Best before end: see neck of bottle.

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/ varav mättat (g) Trace 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

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.

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

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

Development

330ml

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


Process

Purdeyâ&#x20AC;&#x2122;s

P04

Processes used within this brief has allowed me to produce a more effective design within the final outcomes. The print methods used are a range of foil, digital and screen-printing. All of these methods together have allowed me to produce a more professional and effective design. These methods of printing have allowed me to make sure the colours used are effective.


Finals

Purdeyâ&#x20AC;&#x2122;s

P05

My final product has been produced using Photoshop to mockup the label upon to a realistic design. The board also shows a range of labels and printed materials that I have produced to help create and support my final concept.


Direct Mail

Purdeyâ&#x20AC;&#x2122;s

P08

Direct mail is another method of promotional advertising that can be very effective, I believe this works very well with the Purdeyâ&#x20AC;&#x2122;s brand as creating awareness for the consumer within their own homes would help highlight to them that it is natural and Purdeyâ&#x20AC;&#x2122;s really does mean business. This could also work well to give out within a mall to direct consumers or competitor consumers.


Purdey’s

Natural energy Label

P07

energy Harness your natural

Purdey’s is proud to be the original well-being drink. For many years, our team of experts has been tirelessly putting their scientific know-how to good use, bringing you a unique formula to help re-balance and restore your well-being. They’ve even swathed it in a brown glass bottle, wrapped in silver to protect the delicate formula and B vitamins from the light. Purdey’s – well-being for body, mind and soul. No artificial flavours, sweeteners, colours or preservatives. Caffeine free and suitable for vegetarians. To be enjoyed as part of a varied and balanced diet and a healthy lifestyle. Multivitamin fruit drink. Pressurised container, open slowly and handle with care. Purdey’s is best served chilled and once opened, keep refrigerated and drink within 3 days. 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. PURDEY’S and ELIXIRVITAE are trade marks of Orchid Drinks Limited.

energy Harness your natural

NATURAL ENERGY A delicious blend of green and white tea, fruit juice and herbs, naturally high in anti-oxidants and vitamins.

330ml

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

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

GLASS BOTTLE: Widely recycled

Each 330ml bottle contains

Best before end: see neck of bottle.

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) 22 6.8 of which sugars/ varav sockerarter (g) 6.8 22 Fat/Fett (g) 0.1 0.3 of which saturates/ varav mättat (g) Trace Trace Fibre/Fiber (g) Nil Nil Sodium/Natrium (g) Nil Nil % RDA* % RDA* 10 26.4 33 Vitamin C (mg) 8.0 Thiamin (B1) (mg) 0.11 10 0.36 33 Riboflavin (B2) (mg) 0.14 10 0.46 33 10 5.28 33 Niacin (B3) (mg) 1.6 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

330ml

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

This is the final label for the Natural energy range for Purdy’s drinks. The label makes use of natural colours to help emphasis the idea of natural energy. The design also carries this on further by using windmills to show the idea of harness of natural energy.


Purdey’s

Rejuvenate Label

P06

youth Restore your inner

Purdey’s is proud to be the original well-being drink. For many years, our team of experts has been tirelessly putting their scientific know-how to good use, bringing you a unique formula to help re-balance and restore your well-being. They’ve even swathed it in a brown glass bottle, wrapped in silver to protect the delicate formula and B vitamins from the light. Purdey’s – well-being for body, mind and soul. No artificial flavours, sweeteners, colours or preservatives. Caffeine free and suitable for vegetarians. To be enjoyed as part of a varied and balanced diet and a healthy lifestyle. Multivitamin fruit drink. Pressurised container, open slowly and handle with care. Purdey’s is best served chilled and once opened, keep refrigerated and drink within 3 days. 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. PURDEY’S and ELIXIRVITAE are trade marks of Orchid Drinks Limited.

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.

330ml

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

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

GLASS BOTTLE: Widely recycled

Each 330ml bottle contains

Best before end: see neck of bottle.

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) 22 6.8 of which sugars/ varav sockerarter (g) 6.8 22 Fat/Fett (g) 0.1 0.3 of which saturates/ varav mättat (g) Trace Trace Fibre/Fiber (g) Nil Nil Sodium/Natrium (g) Nil Nil % RDA* % RDA* 10 26.4 33 Vitamin C (mg) 8.0 Thiamin (B1) (mg) 0.11 10 0.36 33 Riboflavin (B2) (mg) 0.14 10 0.46 33 10 5.28 33 Niacin (B3) (mg) 1.6 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

330ml

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

Purdey’s Rejuvenate label design has been influence by the idea of childhood memories and the use of colour and illustrations helps support this as the design stands out and helps showcase childhood activities within the context of the audience and where the drink will be sold..

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