ADV 93 Packaging
Ashley Barcelon
Introduction/Inspiration:
I chose the White Claw brand for inspiration and wanted to achieve Madonna's brand intertwined with the product category seltzer as a luxury look. I created the brand name Jewel Pop that is a lemon flavored iced tea hard seltzer. I thought of what would Madonna put her seltzer in beside cans so decided a transparent flask and bottle.
I designed the packaging using Adobe Stock, Illustrator, Capture, and Dimension. I used a stock photo to keep that circular shaped logo then edited a detailed product label by adding a shiny black leather color gradient with adobe jenson pro light subhead font, and created a back label element, all in illustrator. I then imported the finalized product logo graphic into dimension, placed onto the 3D models. In addition, added a blonde base color, a table background theme since it fit best, changed the lighting to warm studio for a bold effect and a nice touch of a lemon splash.
Overall, the Jewel Pop seltzer product visually shows a taste of Madonna also known as the "Queen of Pop" and for jewel tones. The blonde color and shiny black coincides with a font that represents her personality.
Celebrity Research:
-Madonna: musician as a brand, personality, determined/independent
-Colors: yellow, blonde, shiny black leather
-Typefaces: gill sans, centaur, sans serif
-Shapes: circles, stars
-Tone of voice: jewel tones, rebellious, impertinent
-American singer, songwriter, actress
-Signed with the Smirnoff vodka/H&M brand in 2011
Product Research:
-Seltzer: type of drink containing carbonated water (not always) alcohol and a base of fermented cane sugar with fruit flavorings
-Healthy choice for staying hydrated, refreshing replacement for soda
-Ex: White Claw
Body copy:
Taste the jewels with the new Jewel Pop hard seltzer that is iced tea lemon flavored with a small kick of sour. Stay refreshed with your friends or family at the beach or home sweet home. Reminiscence some memories and ride the wave of pure refreshment. “If it’s bitter at the start, then it’s sweeter in the end.” -Madonna
