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Young Designers 2011 |
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| Keywords Rebranding Health drink product Children Brand image |
My diploma project involved redesigning and re-branding for BOOST: Health Food Drink through Identity, Label on Jar and Bag in Box as per the brief provided by GlaxoSmithKline. My concept for a packaging design system explored the colour, linking elements and brand hierarchy. I tried to understand the differences in BOOST mediums from Jar to Bag in Box in order to maintain a consistent visual language and single out elements and claim on Label and Bag in Box. The process included client interaction, conceptualization, presentation, feedback and refinement of final identity and visual language along with its final application on stage. At every stage, I sought inputs from children and mothers. Studies show that children in the age group of 5 to 14 years old place emphasis on strength. They need to compete and win. They want to excel in whatever they do --at school, sports and extra-curricular activities. In this highly competitive society, mothers are concerned about their children’s demanding schedules. They want to be seen as the enabler of their kids’ success, by making them fit for this competitive life. They seek only the mostly nutritious and tasty health food drink. BOOST’S new design connotes the brand attributes of physical energy and stamina. The idea is to make the brand appear new-age and masculine. The brand language takes a crisp, modern and contemporary approach, appealing to its target audience -- new-age urban kids and mothers. The project helped me understand the processes involved in design and refinement. I understood the importance of commitment and meeting deadlines and the nuances of design limitations while meeting client expectations. Regular discussions, presentations and feedback sessions during the project helped me review my role as a graphic designer. |
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