© 2019 by Gemma Goode

@TheLuckyType

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.

0
  • Black Instagram Icon