Brief: A jkr competition brief for the Sourz brand. The brief asked us to create a sub-brand for Sourz with the key word 'Obscure' in mind and a new target market of 24+. Everything else was 'up for grabs' as long as we incorporated the origional Sourz mark somewhere into our design.
Solution: My sub-brand Sourz Zen is a new range of alcoholic drinks designed to relax and relieve its consumer from their surroundings and take them to a Zen state of mind. Within the 24+ target audience, I decided my range would be marketed towards 24-39 year old sub-urban working parents, whom perhaps live a busy and stressful lifestyle. The drink is designed to be consumed 'on the rocks'- a cool, refreshing and easy to consume drink. There are 6 flavours within the range- cucumber, ginger, lemon, cherry, apple and elderflower and grapefruit. The minimal and colourful packaging is designed to be synonymous of the Zen theme.
