We decided to focus on the brands feel good ethos and make this the products unique selling point. Instead of trying to stand out in an already saturated health drinks market we felt the product had an edge to be able to compete in the everyday drinks market as a fruity, fun and healthy alternative to big brand products such as Fanta and Coke. Breaking into this large market sector should both increase brand awareness and sales for the company.

The Feel Good Drinks Company wanted to raise Brand awareness and in turn sell more drinks.

After researching the company and its products we decided the problem was that their product was not distinctive enough. Its bottles and packaging were inconsistent across the brand and too reminiscent of the packaging of their rival brands. They also had a diverse target market, and little advertising.

Each individual drink would have its own distinctly coloured logo, based upon the fruit contained within it. This, combined with the transparent bottles aims to make each flavour instantly recognisable on a shelf.

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YCN SubmissionFeel Good Drinks

1:5Beth Yates & Sarah PritchardLeeds College of Art

1. Company logo2. Individual drinks logo

Consumers told us they would be more likely to buy a drink if they had a good idea of what it tasted like so our Ad campaign is based around a highly descriptive set of copy, each focusing on the flavour combinations of an individual drink. This was derived from descriptive words given to us by consumers during taste tests. This copy is also used on the bottles, and there would be a variation for each flavour to be used across the campaign.

A new typeface has been created that can be used across the brand. The aim with this was to give it a hand rendered feel, but maintain legibility across a range of applications. We felt the hand rendered element is more in tune with the feel good brand ethos, but we were conscious that using something too inconsistent may cheapen the brand and make it less appealing to its market sector.

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YCN SubmissionFeel Good Drinks

2:5Beth Yates & Sarah PritchardLeeds College of Art

1. New typeface designed especially for Feel Good2. Individual drink descriptions

We propose increasing the bottle size from 400ml to 500ml, to bring the drinks in line with their competitors. The straight sided shape is distinctive from other drinks in this sector, so should stand out in store. We propose changing the bottle material from glass to plastic, as this is much more practical for consumers. It will be easier to store and carry around. This increases the likeliness that consumers will choose Feel Good over competitor brands as their preferred lunchtime drink.

Transparent bottles aim to showcase the fresh and fruity product to its best, using the colours of each drink as a key factor in each labels design. Apart from the copy and logo, the drinks labels will be transparent to allow for the natural colour of the drink to show through.The sparkling labels use bubble imagery, whereas the still drinks extend the juice drops from the logo.

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YCN SubmissionFeel Good Drinks

3:5Beth Yates & Sarah PritchardLeeds College of Art

1. New bottle shape design with new labels2. New bottles in context on a shelf in a fridge

This will all be supported by a free samples campaign, tied to the companies existing ‘Feel Good Friday’ event. This will involve branded ice cream style vans driving to various city centres, giving out free samples and money off coupons. This aims to raise brand awareness and encourage repeat custom by letting the customers try the products before they buy.

YCN SubmissionFeel Good Drinks

4:5Beth Yates & Sarah PritchardLeeds College of Art

TELEPHONE

Come and say hello at  feelgooddrinks.co.uk

Feel Good drinks are fruity, tasty and packed full of goodness. With 100% natural fruit juice and no added sugar, they are 1 of your 5 a day and guaranteed to make you feel good.

To accompany the bottle redesign, we propose a targeted print and web campaign focused at the new target market. A range of print ads will take advantage of Adshels and phone boxes in prime city centre locations. Crucially these will be located in range of lunchtime facilities where the audience are most likely to see and in turn act upon the advertising.

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1. Phone box adshel2. Bus stop adshel3. ‘Feel Good Van’ design

The advertising campaign will also be supported by Magazine ads in audience appropriate publications, a direct mail campaign offering money off vouchers to entice new customers and targeted web banner advertising. Each one will advertise one of the drinks available, and the full range would be produced.

YCN SubmissionFeel Good Drinks

5:5Beth Yates & Sarah PritchardLeeds College of Art

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1. Magazine advertisement2. Direct Mail spreads3. Vouchers