Brand
Launched in 2001, Feel Good Drinks is a premium range of 100% natural still and sparkling drinks for adults sold in over 20,000 outlets across 15 different countries.
The brand ethos is all about Feeling Good — 100% Natural ingredients with no added nasties, giving 1 of your 5 a day with no added sugar. No added anything!
Brief
"We want you to re-engage 18-35 year old females with the Feel Good brand, and are very open minded as to how you go about doing it.
We want you to spread Feel Goodness, driving awareness and inspiring people to engage with the brand and buy the product."
Idea
Through research, i found that most healthy drinks follow a similar packaging pattern; heavy use of colour and photos of the fruits used in the drink.As a way of standing out from other fruit juice drinks, I chose to physically use the fruits to create the packaging by painting the different flavours and printing them on paper. This created interesting patterns, and I realised that you could create shapes in the negative space.
Front of bottles
The front of the packaging uses these stamps with hearts in the prints, showing the healthiness side of the drink, along with the bright fruit colours.
Back of bottles
The reverse side of the bottles also follows the theme of having text over a painted background, and gives the customer a bit of a background for the company.
Poster Advertising
These are the posterss for the drink, designed to help 'spread feel goodness'. I made them using more fruit prints and brush strokes for the text again.
