I•DO PACKAGING DESIGN - 2022
Strategy | Brand Design | Graphic Design
Client: Antidote Vertriebs GmbH
DESCRIPTION:
I•DO, cold pressed raw fruit and vegetable juices, is the main product of F&B company Antidote Vertriebs GmbH.
Confronted with a change in the bottles, Antidote took the chance for a redesign of the labels.
CHALLENGE:
To develop a new packaging design for both the new bottle of existing products and for completely new products.
Visually deliver the product's unique selling points while targeting the relevant user group(s).
MY APPROACH:
1) In-depth research on market competitors
2) User research-based design explorations
Using mockups to give a realistic grasp of the look and feel, and help quick processing by team and stakeholders, as time was a scarce resource
3) Design of pitch presentations to present designs and reasoning, deploying of data visualisations to coadiuvate the decision-making process, making pro/contra of each design immediately visible
4) Add-on: a multimedia interactive campaign to support final design and show possbilities for future brand development
RESULT:
Cutting edge and modern packaging designs, that catch visual trends before it becomes mainstream.
1) a pure, abstract and fluid visuals for not processed juices in PET bottles
2) a pattern based design for the processed juice, in tetrapak or glas.
FINAL DESIGN
1) Abstract visuals for not processed juices
before
Photos courtesy of Antidote Vertriebs GmbH
USER RESEARCH
Persona: approx. 30 years old, sporty, nutrition aware, self-confident, wealthy, mostly female.
Design/illustration approaches which can be considered for the target audience.
after
Photos courtesy of Antidote Vertriebs GmbH
DESIGN EXPLORATIONS FOR THE LOOK & FEEL
Playing with the very intrinsic quality of the product (a liquid) and directly conveying its freshness and colorfulness.
It enables further artistic exploration and interaction, as well as providing an endless variety of new motifs, foreseeing a long term development of the product lines.
Getting there! Testing on different label and font sizes including logo and product informations.
2) Pattern Design for processed juices
ADDITIONAL DESIGN EXPLORATIONS
