Research

Creative media production and topic:

I will be rebranding the Innocent company as a new and better drink company. My choice of creative media are product packaging design where I will be redesign the bottle as I think it could be a packaging where it won't damage much the planet. And I will use Adobe Illustrate/Photoshop to create a new logo and advertise the company with posters on social media and posters. I chosen the topic of health and natural drinks because I find it annoying how everywhere I go people always offer fizzy unhealthy drinks as that's what they are used to drink and since I only drink and love to drink juices and smoothes daily and I would love to shake the great drinks I try and make other people use for drinking natural juices/smoothies rather than fizzy drinks. Also, I wanted to rebrand a drink product as I think it will let me have lots of ideas on how I can create everything.

After receiving feedback from my teacher I decided not to rebrand the Innocent drink company but to create a whole new drink company. That's because if I do the whole company from the beginning I will have more of my own original work to create and experiment from. Besides I will have more freedom on working with advertising and creating the drink company with my own personal ideas. With this idea in mind, my main questions that I wish to answer while doing my research is 'Is there a market for my choose product?' With this question I will be able to research the background story about packaging and advertising drinks.

Bottle Packaging:  

Glass bottle  was made in 1500 BC in Mesopotamia which is a historical region of West Asia.

Aluminum bottle  also called cans was invented around in the 19th century. it was introduced due to the fact that bottle left the beverage inside cool for longer, that was why the first companies to introduce aluminum bottles was beer companies. Producing those bottles are more difficult to produce, making it more price to buy however, the customers didn't mind to pay more since it would have more benefits on buying an aluminum bottle. Also, because it is a durable bottle, people could just wash the bottle and reuse it to store other beverages inside which was a great option for those who travel often.  

Plastic bottle  were also invented in the 19th century so it could replace other types of materials such as ivory, rubber and shellac. With this invention, lots of companies that sell soft drinks and water started selling in plastic bottles because it's made from Pet which is a short for polyethylene terephthalate which is mostly recyclable and being resistance to breaking.  

Plant-based plastic bottle was invented in  2009. The idea of ​​this bottle is to low the carbon footprint in the planet which the bottle is made from bio based feedstocks where it can come from all form of life such as plant, animals and fungi.

Advertising it:

Advertising is a techniques of commercial where people create context to pursue the public to buy or so they can respond in a certain way toward the advertisement.

It started in the ancient times where it was verbally distributed the products in the market. Then 3000 BC, the Egyptians were the first that created the written advertisement, the outdoor display now called billboards where they promoted their weaving shops. From that, around the 17th century newspaper advertisement began and from that forwards advertising started growing to other types of advertisement.  In the 1900s also called the golden age for being an era where great achievements were made. At this point our world was getting more digital with the beginning of radio and television which allowed advertisers to enter the houses of the customers. 

Brand a product:

Brand is an identity which the product will have for the customers. This means that every company, product and person has their own brand. An example of successful brands is Coca-Cola where it is by far one of the most successful drink brands in the worldwide. They have established a strong emotional connection with their consumers through their advertising campaigns. Coca-Cola's advertising usually focuses on happy and simple pleasures in life themes persuading consumers to buy their product. And even though Coca-Cola doesn't sell health drinks or has natural ingredients in their drinks, this company is making a wonderful approach on their target consumers and they have an atmosphere I consider an important part to include on my own brand. Another example of brands that are successful on advertising is Starbucks which has been incredibly successful in advertising their coffee and other beverages. They have established a strong brand identity of luxury and a special treat of joy for their consumers. Starbucks has also created a comfortable and inviting atmosphere inside their stores. 

 

Juices/Smoothies:

Even though juices and smoothies are both a beverage that uses fruits, both are quite different from how it is made, texture and ingredients used. Juices are a produced based on squeezing or extracting the natural liquid of the fruit and it has a more liquid texture. And for the smoothie, it is use a blender to mix the ingredients. And it can be mixed with vegetables and fruits, and it generally has a liquid base such as ice cream, juice, milk or yogurt. For the texture it has a thick consistency.

Analyzing:

I found a project on Behance of someone advertising the pumpkin spice drinks at Starbucks. I got inspired by this design as it is exactly what I was thinking on producing. 

The colors used in this project were beautifully distributed in the advert. orange, yellow and green are colors that perfectly describe the autumn vibe because they are warn and it's colors that we see in the leafs when falling off the trees. Because of that the final outcome was well identify as the pumpkin spice season, where people drink warn spice drinks to feel happy. The slogan used to advertise the autumn drinks is 'Legendary flavor this fall with us again' which gives the idea that the drink is only there for a limit of time making people want to get it as soon as they see it. Also, the typographic used on this product is a sans serif type of font. It looks great because it gives the feel of a pumpkin shape and its amusing to look at.

https://www.innocentdrinks.co.uk/home

Innocent is a company that produces juice and smoothies based in London. The company is owned by the Coca-Cola company and it was founded in 1998.

The company is trying to produce their bottle a 100% recycled by the end of 2030. In this situation the company has health products for the audience but it's not health for the planet as not the whole bottle is recycle.

I choose to review this product because the main idea of ​​creating delicious health drinks for people to enjoy their lives. And because I like their simple and right to the point logo. Each bottle has its own color to the brand, this gives a more caring and personal look. And the design use to create a face only having eyes and an angle head ring making it already obvious the name of the company, 'innocent'. 

Furthermore, depending on how their logo is placed on the bottle, the logo and typography will change colour. In the images above it can be identified that when the logo is placed on top of a light background, the color used for the logo and typography will be similar to the color of the drink inside the bottle. And the second image can be seem that the color of the logo is white so people can see well what the brand is and the typography color used matches the drink inside, making it good to look at it.

The target audience for the company are  young to middle aged people (18-35) who wish to have a healthy and active life. This is due to this generation getting more ashamed often about their unhealthy lifestyle, making them aware of their behavior and having a more sustainable live. 

Primary Research based on juice/smoothie companies:

create persona of fictional user that may buy my product and create a quick survey on types of drinks and so on.

I also did a survey asking my class mates their opinion on their favorite drinks and their thought on some aspects about drink/smoothies.

Interim feedback:

Flower flavored market: 

Water is the healthiest drink anyone can drink since it has no calories as well as for the fact that our body needs the water to survive. And even though water is important for our survival some people don't drink it because of the taste not be good or because they think it is more valid to drink juices/smoothies as the drink is made based on water and fruits/vegetables. Therefore, it was created flavored water using mostly fruit so everyone can drink and keep hydrated during the day. Drinking not only water but with flavor would be lots of different types of benefits to the people who drinks and it's a different type of beverage.

Flavored water become popular around 18th century where it gave the opportunity for people to drink more water only by infusing another flavour. And now a days, continued being a product that people buy constantly in every convenience store. The flavored water market is getting bigger every year, and it is proven that from 2021 to 2032 the growth will be about 10.4%. This is due to the user trying to find for new and healthier ingredients for they to consume. For the floral flavor market will be growing at a compound annual growth rate (CAGR) of 7% over the period 2018-2028 as planned by the Future Market Insights study (FMI). This market is divided between the food industry and the beverage industry. However, the beverage industry has a larger share in the global floral flavored market. This is due to the customer demanding more flavored drinks and sport drinks in the market. And because lots of people are looking for different and more healthier beverages, the floral flavor is a great way to go as it is a market that can give lots of new vitamins and flavors to the customers.

Some of the players on the  floral flavor market are Abelei Inc which focus on creating 'great-tasting flavours'. Sensient Technologies Corporation, where they focus on 'producing a broad range of innovative products for many of the world's best-known consumer and industrial companies', and one of their innovation products are related to food and beverage flavors. And BASF SE where the focus is to 'create chemistry for a sustainable future' to meet the needs of the society. Even though those are some of the player on the floral flavored market, none of them developed an actual water flavored drink, only flavored essence to be added in foods or beverages, not making them my main competitors . 

The flowers with more demand  inside the market  in soft drink are lavender, rose, jasmine, elderflowers and hibiscus. For the fact that, those flowers have tones of health benefits when ingesting them, such as curing insomnia, controlling blood sugar level and skin blemishes reduction. However, some of the challengers that can prevent the market of floral flavor from growing are risks of allergies and side effects that customers may have. Also, the floral flavors market has to deal with seasonality as many types of flowers are only available in certain season that can limit the use of them and as a result it increases the prices. Furthermore, another challenge is the level of quality of floral flavors are highly variable and usually depends on factors such as soil conditions, harvesting practices and weather.

Based on the fact that the flavored water market is wide in variety of flavors, the target consumers for the flavored water market can be different based on segmentation of the brand and the market strategy used. Examples of target consumers can be people who are looking for healthier beverage options, women which flowers are more associated with femininity, younger generation which are more open to trying new and unique flavors or even Spa and Wellness enthusiasts since floral flavours, such as lavender and chamomile, are associated with relaxation and stress relief.

 

Is there a market for Flower flavored water brand ?

I found out based on my initial research that the juice and smoothie market is a crowded space with many companies competing against each other with many options to fulfill the needs and personal preferences of different type of personas (target consumer).

In order to focus on a less competitive space, I started reading articles about the less explored Floral Flavors Market. I found out that it has been growing throughout the past years and the future outlook is that this market will grow at a rate of 7% over the period from 2018 to 2028. It is important to highlight that this market is mostly focused on flavored flowers for consuming in food and beauty products. Consumers are increasingly looking for products that are free from synthetic ingredients and artificial flavors, which has led to boost in   the demand for natural floral flavors. 

Additionally, there is a growing worldwide trend towards using premium and high-end floral flavors in functional products, such as herbal teas and natural remedies, which are believed to have health benefits. In general, plant-based ingredients are perceived by consumers as more natural and healthier. This sentiment has positively affected floral and botanical flavors market and is expected to create more growth opportunity in the future.

Typically, floral flavoring can be characterized as food additives taken into account to expand the flavour, taste and aroma of food and beverages. These plant-based flavors are produced from spices, flowers, and several types of herbs. Lavender, Jasmine, Chrysanthemum, Elderflower, Orange blossom and Hibiscus are the most commonly used flowers to produce such flavors. This type of flavoring plays a significant role in herbal mixes, craft beers, several types of food items, and ready to drink beverages such as elderflower lemonade among others.

Some challenges that the floral flavors market has to deal with include seasonality as many types of flowers are only available in certain season that can limit the use of them and as a result it increases the prices. Furthermore, another challenge is the level of quality of floral flavors are highly variable and usually depends on factors such as soil conditions, harvesting practices and weather. Besides, consumer preference is eventually a problem since some people may dislike the scents or tastes of the floral flavored products. Lastly but not least, there are adverse impacts on consumers hyper-sensitivity of floral-based products and pollen grains that have been registered in the past with hospitals and health institutions, which are likely to decelerate a few perceptual points the growth of the floral market during the forecasted period.

I also learned from Industry reports that the global flavored water market is valued at USD 13 billion and is expected to grow roughly 10% from '21 to '29. It is important to point out that the global non-alcoholic beverages market size was valued at USD 833 billion in 2021 and is expected to expand at a compound annual growth rate of 5.6% from 2022 to 2030. According to a Waitrose Food and Drink Report , October 2021 stated that searches for alcohol-free drinks continue to increase by 22% every year. 

The global flavored water market had a positive growth during the Covid-19 pandemic for the reason of consumers having more concerns about their health behavior and lifestyle. And as people spend more time at home, they started to get an interest for products such as herbal teas and natural remedies to boost their immune systems and improve their well being, and many of those products have common floral flavors as elderflower, lavender and chamomile . However, on the negative side, the pandemic has disrupted global supply chains, affecting the availability of some ingredients used in floral flavored products. Plus, because of the economic impact the market had while on the pandemic, it has made some consumers to stop from buying certain luxury products which affected the sales of floral flavored market.

The massive growth in this market is due to the expansion of more health-conscious consumers with mid to high income levels showing interest in exploring healthier drinks infused with natural ingredients. Many people choose to drink the water flavored drinks instead of soft drinks and other sugary beverages due to the following main reasons listed below:

• Taste: Flavored water drinks provide a refreshing and enjoyable taste experience that can help people stay hydrated. The flavors can range from fruity to savory, and some people find them more appealing than plain water.
• Convenience: Flavored water drinks are often sold in portable, easy-to-carry bottles or cans, making them a convenient option for people on the go. They can be purchased at grocery stores, gas stations, and vending machines, and are readily available in many places.
• Health: Some flavored water drinks are marketed as healthier alternatives to soda or other sugary drinks. They may contain fewer calories, less sugar, and more vitamins and minerals. This can be appealing to people who are looking for a healthier beverage option.
• Variety: Flavored water drinks come in a wide variety of flavors, from traditional favorites like lemon and lime to more exotic options like cucumber or ginger. This variety can keep people interested and motivated to drink more water throughout the day.
• Social influence: People may also be influenced by social factors, such as friends, family, or popular culture. If a particular brand or flavor of flavored water drink is trending, people may be more likely to try it out for themselves.

The target consumers for the flavored water market can be different based on the segmentation of the brand and the market strategy used. Examples of target consumers can be people who are looking for healthier beverage options, women which flowers are more associated with femininity, younger generation which are more open to trying new and unique flavors or even Spa and Wellness enthusiasts since floral flavours, such as lavender and chamomile, are associated with relaxation and stress relief.

Based on my findings, I decided to design a brand for a new flower flavored water to address the narrow segment of the market that are looking for healthy alternatives to soda and sugary drinks. Based on my research, the ideal persona for the product I'll design are consumers with mid to high income levels that are looking for flavored hydrating drinks with the benefits of minerals and different types of vitamins. From the articles I read during my research, this type of consumer is showing a growing interest in unconventional flavors in their food or drink products offering unique experience and mouthfeel. The number of products containing unique blends of floral flavors has increased multifold from 2015 to 2018, as they account for delivering a novel and audacious taste experiences.

I plan to include in the brand I'll design several elements to draw attention of the target audience, such as:

• Unique and appealing flavour: I want to sets it apart from other existing beverages on the market and highlight the floral ingredients.
• Health and wellness benefits: I intend to call attention in the brand on the health and wellness benefits (such as antioxidants or anti-inflammatory properties) which could be a selling point for the drink.
• Packaging design: I want to make sure the design of the label will play an important role in the success of the product. I want to make a visually appealing label that showcases the natural and floral ingredients so it will attract consumers and differentiate the product from competitors.
• Marketing and branding: I plan to design banners for targeted digital advertising   on different social media platforms (such as Instagram, Facebook, Twitter, etc) with the aim to differentiate the product identity. 

Moreover, I have looked at some advertising strategies of successful brands on equivalent markets. Coca-Cola is by far one of the most successful drink brands in the world. They have established a strong emotional connection with their consumers through their advertising campaigns. Coca-Cola's advertising usually focuses on happy and simple pleasures in life themes persuading consumers to buy their product. And even though Coca-Cola doesn't sell health drinks or has natural ingredients in their drinks, this company is making a wonderful approach on their target consumers and they have an atmosphere I consider an important part to include on my own brand. Another example of brands that are successful on advertising is Starbucks which has been incredibly successful in advertising their coffee and other beverages. They have established a strong brand identity of luxury and a special treat of joy for their consumers. Starbucks has also created a comfortable and inviting atmosphere inside their stores. Those two examples of successful brands have helped me understand more in deep the elements I need to focus on adding on my brand to draw attention from my target audience.

In conclusion , the floral flavored market is expected to continue growing in the coming years to come. And despite the challenges that the market is facing, there is a great opportunity to launch new products, specific towards flower flavored beverages. Also, creating a successful advertising strategy for a new brand in the floral flavored market requires a clear brand identity and a unique selling point that will differentiate the brand from competitors.

Best practice:

The video shows 10 designs that will be trend in 2023. It speaks briefly of all those trends and what they are so the viewer have an understanding of each of the designs trends. One of the trends that help my attention was 'mascot variations' where you design a different mascot every time you change the flavour. This is a good design trend as it gives the impression for the users as the product is personalised every time, making the product be personal for the target audience. Also, 'tactile texture' is other trend for 2023. It focus on adding physical texture in the packagings to give a fancy but interesting feel for the users when touching the packaging.

Water label:

I choose a small bottle as I think it will be easier for my users to carry around while holding or inside their bags. The bootle holds 300ml of liquid and is a round shape. Knowing those information I had to look up on Google for information on what size my label would have to be so I could design my brand in the appropriate size to add the label around the bottle. On Google I found a website from Canva where it gives sizes for different sizes of bottles and some other information if needed. For a bottle take holds 12oz-300ml the size of the label has to be 2475  × 525 px.

Also, I had to look up for what information must be displayed on the label and why is it important to have one. The most obvious thing a label needs to have is the company name so it can be easily identified for the consumer. And the basic thing that must have is the 'use by' date, that is because it shows to the consumers whether the product is safe to consume. However, there are two dates that may be shown on the label but have different meanings. One being 'use by' date, where it means that after that date the product must not be consumed. And 'best before' date, which is a guide date for when the product will start to drop in quality, but it's still safe to consume. Furthermore, some products may have notes on how it should be stored, prepare and handle, this is so the food remains safe for consumer to consume. And it is for the safety of the company for having informed  how the product must be use so consumers won't try to sue the company. The label should also include the nutritions in which the product consumes and the ingredients where it should be displayed in order of quantity. And the allergen information must be displayed in bold or highlighted for the consumers to see it clearly.

Posters:

Before editing the images I took on studio and outside, I had to research for which size my posters would have to be so I could fit everything perfectly on the right size. From this quick research I got a better idea of what I need to do to make sure that my end result looks as close as I wish it to be. As the posters I would be creating was to post on social media I will be using the 1080 x 1080 px size for all my posters.

Poster inspirations:

Find inspirations before designing or taking pictures assisted on my work for the reasons of overcoming my creativity blocks, avoiding repetition and making me constantly learn.

I found some inspiration on Pinterest and added the photos to a powerpoint page so I could have a mood board of ideas. Those photos have the exact aesthetic that I am going for which is summer energy as it has a natural sun light, a clean but warm background and the desire to drink a cool drink.

Logo poll:

For my primary research I did a poll as I wanted the opinion of my class mates on what logo should I use to add on the water flavoured bottle. This is for the reason of when I was on the stage of selecting my final design for the logo, I was indecisive on which of the three design I wanted so to solve a problem I quickly made a poll. From this I noticed how my class mates were complimenting my third option that is a design that looks like a vase with a flower inside or a bottle with a flower inside. Each person sees a different variety of the design however it is very clear to all what the brand is about.

Slogan for poster:

Slogan is a catchy phrase used to advertise a felling or thought with the audience to pursue them to buy a product. It also communicate the values and interests of the product. A slogan can help differentiate a brand from its competitors and it is specially important to have a slogan for brands that are trying to establish themselves in the market. A good slogan can create an emotional connection with the customers, making the product more attractive to customers. And each slogans can give different emotions to the audience. Depending on the message that the slogan wants to give, it can create excitement, curiosity or even sadness. The felling given from a slogan is often related to the values and benefits that the brand is trying to communicate. For example, 'Just do it' a slogan by Nike. This slogan is designed to give a sense of motivation and empowering in the customers. It encourage customers to take action and pursue their dreams and goals. The slogan is often associated with fitness, sport but depending on the customer, it can also be associated with other areas that require determination. 

After making a quick research about slogan and it's importance, I wrote some phrases that I thought of to have an idea of what my slogan can be. As on my project I based the drinks in a summer feeling since the drinks are based on water and have floral flavours, it is better to drink it cold to refresh the body in a hot day however it can also be drunk at any season since it is simple water with flavour.

Survey to get feedback:

After designing my posters, I made this survey to get feedback from all the females in my class as they are my main target audience for the brand. This feedback helped me to write my evaluation and know what went well with the posters. Also as my target audience was mainly aimed for females and because i created this survey mainly for them i got to have a clear understanding on how well the posters would be advertised on the street.