Design Explanation
This campaign was created to introduce Organica, by 100% Health, Inc. It has been designed specifically to appeal to the target audience of young, professional women that live active lifestyles, without alienating the secondary target market of males of the same age and status. The elements of design, typefaces, and colors used throughout the campaign materials were carefully selected to accomplish this.
With an uncluttered and clean design that makes use of natural bright colors, the bottle label design encompasses the spirit of healthiness typically associated with pure 100% fruit juice drinks to appeal to young professional women with an active lifestyle. The design stands out from the masculine in-your-face designs of the energy drink competition, by staying away from dark and metallic-looking colors, replacing that trend with colors derived from, and complementary to, the image of the citrus fruit cluster that is the focal point. The typefaces were carefully selected to not only provide effective visual and typographical hierarchy moving the viewer’s eyes through the design, but subconsciously, the sans fonts used have inherent female characteristics of curves, and the serif font is tall, thin, and lean to reinforce the ideal of the healthy aspects of the words it is used to display. It all works together very well with the smooth texture and slender shape of the bottle.
The dominant shade of pink used in the print and Snapchat advertisements immediately grabs the viewer’s attention and is feminine in nature, but dark enough to not alienate the secondary target market of male consumers. The clean and understated design of the bottle is dominantly white, allowing the logo, messages, and fruit images to have the highest visual emphasis and impact. The purple used in the text box on the label and in the advertisement layouts, provides a necessary background for the text to stand out against, and is complementary to the color theme of the fruit cluster image. The same for the yellow and green colors of the sun and brand name, “Organica”. They are derived directly from the colors of the fruit cluster. Even though yellow and green can work with pink, they aren’t immediately thought of when coordinating a theme of colors. To tie it all together, the top third of the ads make use of significant whitespace to isolate and emphasize the yellow and green of the logo together, away from the pink and purple.
The approach for the design of the print and online ads, was to break the composition into thirds: one-third being the top horizontal section, with the bottom being divided into vertical halves. To keep a more elegant feel, the top third features a rounded white ‘frame’ for the logo. The bottle is meant to be the focal point, but almost immediately the viewer’s eye should be drawn to the top third featuring the brand, company name, and sun logo. The water splash provides visual interest while providing a supporting element to the canvas the bottle sits on. The bottom two-thirds are divided to show balance between the bottle on the right, and the message on the left. After the eye is drawn from the focal point, to the top third, the eyes are next drawn back down to the bottle, providing a visual imprint of the product. Only then, are the eyes are drawn to the message section on the left. The bottom-line intent: burn the bottle into the viewer’s brain.
The image of the bottle splashing into water conveys visual energy that connects the product to the energy drink market, but is done in a not-so-in-your-face style, opposed to the competition in this space that have targeted a mainly male audience. Combined with the design inspiration taken from the 100% healthy fruit drink market, it’s subtlety against the backdrop of competing brands and their extreme over-the-top imagery, make Organica beverages stand out and above the competition.