Selected Brief
Background
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.
creative challenge
Repackage Purdey’s Rejuvenate and extend its range to include one new product – Purdey’s Natural Energy.
With the world increasingly looking for products that work in harmony with our bodies, it’s time for Purdey’s, in its own way, to share its secret more broadly. Your challenge is to create packaging designs which enable this to happen, without losing the curiosity of the brand.
considerations
• Ensure that your designs retain the individuality of the brand, but enable it to appeal to more people. Purdey’s visual identity came as a by-product of packaging that was developed to protect its functionality (the silver wrap shields the drink’s light-sensitive botanicals). This has resulted in packaging like no other soft drink; any proposal must bear this in mind and build on this ethos.
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.
creative challenge
Repackage Purdey’s Rejuvenate and extend its range to include one new product – Purdey’s Natural Energy.
With the world increasingly looking for products that work in harmony with our bodies, it’s time for Purdey’s, in its own way, to share its secret more broadly. Your challenge is to create packaging designs which enable this to happen, without losing the curiosity of the brand.
considerations
• Ensure that your designs retain the individuality of the brand, but enable it to appeal to more people. Purdey’s visual identity came as a by-product of packaging that was developed to protect its functionality (the silver wrap shields the drink’s light-sensitive botanicals). This has resulted in packaging like no other soft drink; any proposal must bear this in mind and build on this ethos.
-
Don’t be limited by what health drink /
soft drink packaging is “supposed” to
be. Consider a packaging solution that
breaks category conventions to truly
stand out on the shelf.
-
How can the packaging develop as the
consequence of adding another variety
to the range?
-
How do the products interact? What’s
their relationship?
-
The new product should be part of the
Purdey’s family, and recognisable as
so, but don’t be limited by material,
size or shape.
target audience
With the belief that wellness is a state of mind as much as a physical state, Purdey’s has developed a loyal following among those who seek balance and sustainability in the way they choose to live. Aimed at an active, on-the go audience looking for a pleasant lift. Although health conscious, these people aspire to live a happy and healthy lifestyle rather than make hardcore sacrifices.
Mandatories.
Two new pack formats for Purdey’s, covering both graphics and structure. Design one pack format each for:
• Purdey’s Rejuvenate (original)
The botanicals and natural antioxidants in Purdey’s Rejuvenate are light sensitive, so your packaging must be opaque. The current packaging uses brown glass and a silver bottle wrap to protect the product. Consider whether to continue this approach or look at new ways to keep the drink in the dark. The shape and style are flexible dependent on your solution.
• Purdey’s Natural Energy (new) The ingredients in Purdey’s Natural Energy are not light sensitive so opaque packaging is not essential.
Show the creative process that led to your final idea. This could be hand sketches, or alternative design directions you explored.
deliveraBles
Judges will see your main deliverable(s) first, and will then view any supporting material if they wish. See ‘Preparing Your Entries,’ included in your brief pack, for full format specs and submission guidance. Work in formats other than those outlined will not be accepted.
Main deliverables (mandatory) Upload up to eight images presenting your solution and process (JPEG only).
Supporting material (optional)
You can submit: physical material (prototypes, mockups, etc.); video (MPEG or MOV, max. 1 min); additional text (PDF, max. 1 A4 page).
THE QUESTIONS TO ANSWER ABOUT THE BRIEF
Why have you chosen the brief?
Because I really enjoy the process and the making of packaging, it was something i did last year and really enjoyed, it is something i want to improve on and make my skills a lot better at, so i feel this brief will give me a chance to do that. I also selected this brief because it promotes a supposed 'healthy' drink, and keeping healthy is something i try to do myself.
What do you want to get out of the brief?
I want to improve my concept development for packaging and also improve the actual creation of the packaging.
What do you want to do/ make/ propose in response to the brief?
I want to create a initiative drinks packaging that stands out from the shelf but still holds the companies roots behind it. The drinks bottle wont look like any other drinks bottle and will be interesting in how its opened.
What do you need to do/make propose?
Repackage Purdey’s Rejuvenate and extend its range to include one new product – Purdey’s Natural Energy
Whats the problem?
With the world increasingly looking for products that work in harmony with our bodies, it’s time for Purdey’s, in its own way, to share its secret more broadly. They want to become more popular and have a product that stands out.
What is the brief asking you to do?
Create packaging for a new product in the brand and for an existing product they have. Keeping the ethos of there company.
What is the brief trying to achieve?
They want to become more popular and have a product that stands out to become the best healthy drinks drink.
Who will benefit?
Purdeys
What is the message?
That they have the best healthy drinks brand and to appeal to a larger audience
Who is the audience?
Aimed at an active, on-the go audience looking for a pleasant lift. Although health conscious, these people aspire to live a happy and healthy lifestyle rather than make hardcore sacrifices.
How will the message be developed?
Through the use of initiative and creative packaging
Can you foresee a problem with this?
They have a audience already who they call loyal, these may looses interest if the product changes.
During the session we then analysed this brief so we could rewrite it and create out own.
With the belief that wellness is a state of mind as much as a physical state, Purdey’s has developed a loyal following among those who seek balance and sustainability in the way they choose to live. Aimed at an active, on-the go audience looking for a pleasant lift. Although health conscious, these people aspire to live a happy and healthy lifestyle rather than make hardcore sacrifices.
Mandatories.
Two new pack formats for Purdey’s, covering both graphics and structure. Design one pack format each for:
• Purdey’s Rejuvenate (original)
The botanicals and natural antioxidants in Purdey’s Rejuvenate are light sensitive, so your packaging must be opaque. The current packaging uses brown glass and a silver bottle wrap to protect the product. Consider whether to continue this approach or look at new ways to keep the drink in the dark. The shape and style are flexible dependent on your solution.
• Purdey’s Natural Energy (new) The ingredients in Purdey’s Natural Energy are not light sensitive so opaque packaging is not essential.
Show the creative process that led to your final idea. This could be hand sketches, or alternative design directions you explored.
deliveraBles
Judges will see your main deliverable(s) first, and will then view any supporting material if they wish. See ‘Preparing Your Entries,’ included in your brief pack, for full format specs and submission guidance. Work in formats other than those outlined will not be accepted.
Main deliverables (mandatory) Upload up to eight images presenting your solution and process (JPEG only).
Supporting material (optional)
You can submit: physical material (prototypes, mockups, etc.); video (MPEG or MOV, max. 1 min); additional text (PDF, max. 1 A4 page).
THE QUESTIONS TO ANSWER ABOUT THE BRIEF
Why have you chosen the brief?
Because I really enjoy the process and the making of packaging, it was something i did last year and really enjoyed, it is something i want to improve on and make my skills a lot better at, so i feel this brief will give me a chance to do that. I also selected this brief because it promotes a supposed 'healthy' drink, and keeping healthy is something i try to do myself.
What do you want to get out of the brief?
I want to improve my concept development for packaging and also improve the actual creation of the packaging.
What do you want to do/ make/ propose in response to the brief?
I want to create a initiative drinks packaging that stands out from the shelf but still holds the companies roots behind it. The drinks bottle wont look like any other drinks bottle and will be interesting in how its opened.
What do you need to do/make propose?
Repackage Purdey’s Rejuvenate and extend its range to include one new product – Purdey’s Natural Energy
Whats the problem?
With the world increasingly looking for products that work in harmony with our bodies, it’s time for Purdey’s, in its own way, to share its secret more broadly. They want to become more popular and have a product that stands out.
What is the brief asking you to do?
Create packaging for a new product in the brand and for an existing product they have. Keeping the ethos of there company.
What is the brief trying to achieve?
They want to become more popular and have a product that stands out to become the best healthy drinks drink.
Who will benefit?
Purdeys
What is the message?
That they have the best healthy drinks brand and to appeal to a larger audience
Who is the audience?
Aimed at an active, on-the go audience looking for a pleasant lift. Although health conscious, these people aspire to live a happy and healthy lifestyle rather than make hardcore sacrifices.
How will the message be developed?
Through the use of initiative and creative packaging
Can you foresee a problem with this?
They have a audience already who they call loyal, these may looses interest if the product changes.
During the session we then analysed this brief so we could rewrite it and create out own.
We were asked questions about the brief.
Identify the 5 most important words in the brief
- Repackage
- Individuality
- Opaque
- Active
- Healthy
Identify 5 things i need to consider
- Retain the individuality of the brand
- Consider the light sensitive botanicals
- How the products interact
- The other drinks that are out there
- The target audience
5 Design products related to the brief
- Energy drinks
- Sports drinks
- Opaque products
- Unique Bottled packaging
- Any type of sport product, clothes, symbols ect
- Healthy products both food and drink
5 Places related to the brief
- Corner shops
- Supermarkets
- Sports areas: gym, clubs ect
- Sport shops: sports world, JJB ect
- Places where i think my type of audience might go
Who is the audience?
- An active on the go healthy person
Who should the audience be?
- Active people who like to think they are active
Who could the audience be?
- People who do a little bit of exercise but never fully commit to going to the gym and work at the office
What do they do?
- A desk job , up late and need a energy drink to keep going. Also people who aren't very active, they go to the gym once a month and eat healthfully but sometimes eat something they shouldn't be ( a McDonald's )
Where do they go?
- They travel on public transport and go to there desk job, they then at lunch go to boots for a meal deal and choose something healthy, they sometimes occasionally go to the gym but might take part in a sports club e.g football or yoga
What do they buy?
- Reasonable healthy food, a greggs, a boots meal deal, strange fancy gadgets.
Who do they live with?
- Students, friends
What can you/i do?
- Create a unique packaging that is a lot different to what they have already
- Create something that is for slightly active people
- Use any colour i want
- Create any style of packaging
What am i going to do?
What could i do?
- Create a unique bottle that stands out from all the other energy drinks
- So they can attract a larger audience and become more unique
What could i do?
- A heat sensitive bottle
- A bottle that transforms into something else
- Changing colour
- Re useable
Next we wrote a Concept Statement
What am i going to do?
What am i going to do?
- Create a unique bottle/ package
- Make something that stands out from all the other energy drinks
- Create a bottle that retains the individuality of there product/brand
- So they can attract a larger audience
- So the product is more unique and visible of then shelf
- Because the product at the minute needs something different added to it, it needs to work on the individuality it already holds but branch out a little
- For the average person who thinks they are healthy
- Someone who is slightly active and thinks the drink will benefit them
- A person who travels a lot to and from work, who may have a desk job
- Gathering research on the related subject matter
- Changing the shape and package of the bottle
- Having the bottles working as a set
- Changing the imagery and colour of the bottle
- Creating a unique aspect of the product, something special
- Looking at the methods of creating a bottled package
- Unique packaging that stands out
- A strong range of bottles that work together as a set
- Something that makes it different, an additional aspect, for example making it change colour, or a hidden handle
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