2009 Cowan Award Entry
¤ Branding & Identity
¤ Art Direction
¤ Publication Design
¤ Photography
35 Real Fruit Soft Drink - Soft Drink for Grown Ups.
35 Real Fruit Soft Drink was created for the 2009 Cowan Award. The brief called for the creation of a soft drink targeting adults interested in healthy alternatives to the sugary offerings that dominate the marketplace. A range of qualities of the drink were outlined in the marketing brief: healthy and delicious, 35% fruit juice content, fructose sugar used instead of artificial sweeteners.
'35% fruit juice content' served as the driving force behind the creation of the overall brand position. Using numerals for the name of a drink - 35 - ties back to the mature adult market, taking cue from alcohol brands such as 42 Below and Coopers 62. The initial introduction of the brand is to be through cafés and bar settings, and '35' cuts through this competitive marketplace through it's via its naming and brand characteristics.
The visual identity of the brand reflects the target market, defined in the brief as sophisticated urban dwelling early 30s adults. '35' also acts as a subconscious aspirational trigger for those groups of adults looking to be perceived as more mature and grounded. Inner city industrial typography inspired a purely typographic identity, reinforced by simple block colour that showcases the material qualities of aluminium cans through the use of overprinting and translucency.
Delivery of the final product to Cowan saw the creation of a publication and slide presentation that steps through the design process, showing all stages of the conceptual development of the brand and identity.