OUGD503 | YCN | RESEARCH

The first thing that needs to be considered is what the target audience actually want. I created a Twitter poll aimed at my target audience, asking them what they are drawn to most by a fruit drink.

The poll received over 800 votes, so it is quite a reliable source. The main thing that attracts 18-35 year women to natural fruit drinks is nice lettering, followed by bright colours. Feel Good's current branding doesn't really achieve this to the fullest. The bottle is mainly white with splashes of colour:

I feel that a re-brand would be suitable for them at this stage, a more fun and quirky approach with emphasis on lettering and bright colours is suitable for the audience. Their website as mentioned previously is very basic and quire hard to use. The loading screen looks very primitive in terms of web design, and their navigation just sends you to other webpages, directing you away from the website any opportunity.

The website features a lot of bright colours, animations and noises when you hover over certain parts of it. All of the links on the sign post direct you away from the website, and it is unclear what the point of them actually is. The website looks like its demographic is aimed more towards younger people and children. This definitely needs to be improved along with their branding, to ensure continuity and a strong brand image. 

To get a feel of more mature approaches to the branding of natural drinks and juices, I looked at other companies and those predominantly focused on type. 

Innocents branding is very minimal and instantly recognizable. The logo is effective and works in many different situations. They change their colour scheme of the bottles to match the contents, which works with the minimal approach. Innocents packaging is a lot more mature than Feel Good, but also lacks the "good honest fun" that Feel Good want to achieve with their branding. 

Other examples I found had a large focus on type with a bright colour scheme that matches the contents of the bottle using complimentary colours. Most of the design is very simple, with emphasis on the type. As the type is so decorative, it creates an image within its self. The Charlies Quencher juice is very effective, it uses a minimal pallet on each flavour that compliments the juice inside. The design looks more like an art piece, and can be appreciated. It looks like a lot of time and care has gone into the design, which is what the audience are looking for. 

Using colours that compliment the contents of the bottle is very important, as the design needs to stand out when its full and empty. Its also good to consider how the different colours for different flavours work together, as they need to be harmonious sitting next to each other on a store shelf.