Responsive - Feel Good Brief - Initial Research

I decided to start this brief obviously by researching into their existing range of drinks and labels as well as their existing logo, history both visually and ethos of the brand...


Company Background 


In 2002, three friends left jobs at Coca-Cola to set up an independent soft drinks business. Recognising that adults were increasingly looking for healthier soft drinks, but that many 'healthy drinks' tasted bland and looked staid, they aimed to create a range of natural, healthy drinks that tasted and looked great. The name, 'The Feel Good Drinks Company' quickly followed. Feel Good Drinks contain no added sugar or artificial flavours, and they now sell over one million bottles a month. Growth has come at a time of increased competition, with the quality of the drinks and the broad appeal of the Feel Good brand contributing to its success.

Packaging Origins

I like the idea of the original packaging and would somehow like to re-visit this and update it in order to fit within the current market and make the drink more appealing. I like the idea of having transparent stickers showing the drinks contents though inside. This works really well on more up-market products on adding a bit of class to the drink whilst also looking contemporary, fresh, clean and healthy. 

Logo Origins

This was infomation I found on what the original designer behind the brand had to say about the logo origins:-

Enjoying and celebrating "Feel Good Moments" was the underlying philosophy that went into every stage of the branding, design, advertising and was a consistent mantra that was repeated during the design process.

To nutshell this whole concept I created a character illustration at the centre of the label (nicknamed Felix) who communicates through his poses the functional benefit of the drink. The character was created to communicate a specific Feel Good Moment generated as a result of drinking the product, and featured centre stage in every design.

I also designed the Feel Good Drinks labels with the idea for the whole label to be essentially the corporate logo. For brand personality the character and colour of the label would change for each flavour - a big decision in branding terms as we were essentially changing the logo each time.

Personally, I don't really like the idea of the character representing feel good moments. In all honesty, I think it makes the drink look tacky even thought it does have the benefits of giving a recognisable brand an logo to the drink. However, I think this could be done in a completely more innovative and fresher way than using stick man rough sketches that have been digitalised.

Original Logo & Branding across Stationery

As you can see on the old branding, the colour scheme and logo both look really dated (which is true being in 2001). The logo is too cluttered here and you can see how they have progresses to strip it back to basics in the 2012 current logo and branding, but I think it can be pushed even further in order to acheive a fresher, cleaner and even funner look. 

Current Logo

This is the current logo, but weirdly it isn't consistent across the drink packaging shown below. Another logo is used for the drinks packaging which I think is much more successful than this one with the character. 

I can see how the bold curvy typeface is trying to portray a 'fun' attitude with the smiles added to elements of the letters, but I think this is dangerously close to looking dated and a little tacky. I think the logo would work much better with a much less decorative font, probably a sans serif that still subtly hinted at having fun and feeling good whilst also keeping a much cleaner design aesthetic which will appeal more to the high-end market and make the drink appear to be better for you and more up-market.

Current Drink Range & Labels

I actually think the current range are fairly successful in design ashetic. They are much better than the original character logo and branding, but still lack something. I think that by stripping back the logo even further and getting rid of that chunky tacky font could really push the design forward into the high-end markets, whilst also retaining that fun and fresh look.


Gently Sparkling Juice Drinks 

(750ml Glass Bottle)

Flavours:-

Raspberry & Passionfruit
Cloudy Lemon
Orange & Passionfruit
Cranberry & Lime
White Grape & Peach




Still & Gently Sparkling Juice Drinks

(275ml Glass Bottles & 4 Pack)

Flavours :-

Cranberry & Pomegranate 

Orange & Mango

Apple & Blueberry

Sparkling Apple

Sparkling Orange & Passion Fruit

Sparkling Cranberry & Lime

Still & Gently Sparkling Juice Drinks

(375ml Glass Bottles)

Cranberry & Pomegranate 

Orange & Mango

Apple & Blueberry

Sparkling Apple

Sparkling Orange & Passion Fruit

Sparkling Cranberry & Lime

Still  Juice Drinks

(400ml PET Plastic Bottles)

Cranberry & Pomegranate 

Orange & Mango

Apple & Blueberry

Sparkling Apple

Sparkling Orange & Passion Fruit

Sparkling Cranberry & Lime

Kids Juice Drinks

(180ml Cartons & 4 Pack)

Flavours :-

Orange, Passion Fruit & Banana 

Black current Apple & Grape 

NEW! Non-Alcoholic Cocktails

(In 750ml glass bottles)

Flavours:-

Bucks Fizz
Mojito
Peach Bellini

As you can see above, there are any different ranges of the product and this is something I will have to consider when thinking about applying my re-brand to the whole range. It has to be able to function with all drinks effortlessly whilst still looking fun, clean and fresh and most importantly stand out on the shelves.