In 2015, 40% of J2O was consumed by those aged 16 and under, but J2O wanted to change that. The artwork was not seen as ‘adult’ by many; the colours were viewed as bright and childish, and some consumers had even described it as ‘cheap’. J2O therefore asked students to redesign their brand to appeal to a target audience of 25-35 year-old men and women for a YCN competition. The aim of the design brief was to make adults more comfortable drinking J2O in bars, restaurants and at home.
As a teetotaller, I knew how it could feel to stand in a pub holding a soft drink like J2O, so my approach to this project was to make the bottle look more like an alcoholic beverage than a child's soft drink. I took inspiration from beer bottles such as Heineken and I simplified the J2O logo by reducing the colours and added the foiled pattern so the bottle appeared more sophisticated and elegant.
My design went on to receive an award at the YCN student awards in 2015 and is now featured in their 2015-2016 Annual.