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created while a student at the University of Louisville
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Audrey's Lemonade 2012
Guidelines .................................................................................................... 2Tonality ......................................................................................................... 3Research ...................................................................................................... 4Mood ............................................................................................................ 5Sketches ...................................................................................................... 6Rough Drafts ................................................................................................ 7Exploration .................................................................................................. 8Refinement .................................................................................................. 9The Final Product ........................................................................................ 10Recap ........................................................................................................... 15
Contents 1
Product:Audrey’s Organic sparklinglemonade beverages
Varieties: LemonadeLimeadeStrawberry LemonadeRaspberry Lemonade
Description:Design a set of 4 labels for bottled lemonade varieties
Purpose:To introduce a new organic brand of lemonade beverages and persuade consumers to give it a try—increase brand recognition and drive sales
Competitors:Upscale/organic lemonades• Harney & Sons• Lakewood Organic• Lorina Lemonade• Belvoir• Purity Organic• Santa Cruz Organic
Point of purchase:Focus on natural/organic markets and gourmet dining stores. This might include stores such as Whole Foods and World Market. Could be located both on the shelf or at the checkout line.
Attributes:SparklingOrganicNon-alcholicAll-natural ingredientsNo added sugarReal lemon juice
Price point:Individual serving:$2.00 for 12 fl. oz.
Has a higher price than traditional lemonades like Country Time or Minute Maid, but slightly less expensive than sparkling french lemonades like Lorina, which runs nearly $3 for 11.1 fl. oz.
The higher cost is attributed to its organic ingredients and pure taste. In addition, the car-bonation adds a sophisticated and gourmet quality.
Target audience:Primary: women (20s-50s)• Trendy• Sophisticated• Health-conscious• Eco-conscious • Adventurous• Travelers• Foodies• Romantics• Homebodies
Desired Perception:Audrey’s lemonade is an upscale twist on the classic American staple. It’s perfect for a refreshing reminder of a lazy summer afternoon, but it can also be associated with more intimate and special affairs, such as a picnic lunch date. It’s the perfect lemonade to sip with a best friend or lover. Even if you’re not thirsty, it’s simply an excuse to sit, sip, and talk.
Guidelines 2
Classic
Summer
All-Americanromantic
juicy
airy
Traditional
Organic
natural
refreshing
FizzyfreshCarefree
quaint
crisp
lazy
Sweet
Light
Simple
tart
Tonality 3
Research 4
Mood 5
Sketches 6
C L A S S I C
Audrey’sL E M O NA D E
L E M O N A D EL E M O N A D E
Audrey’s
Audrey’s
sp
ark
lin
g*
1 0 0 %
O L DF A S H - I O N E D
L E M O NA D E
O R G A N I C A L LY G O O D !
CLASSIC
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L E M O N A D EL E M O N A D E
S T R A W B E R R Y
Audrey’s
Rough Drafts
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L E M O N A D ER A S P B E R R Y
Audrey’s o l d f a s h i o n e d
L E M O N A D E
A u d r e y ’s
c l a s s i c
o l d f a s h i o n e d
L E M O N A D E
A u d r e y ’s
c l a s s i c
s p a r k l i n g
L E M O N A D E
A u d r e y ’ s
r a s p b e r r y
o l d f a s h i o n e d
L E M O N A D E
A u d r e y ’ s
c l a s s i c
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L E M O N A D EC L A S S I C
Audrey’
Audrey’sL E M O NA D E
L E M O N A D EL E M O N A D E
Audrey’s
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L E M O N A D EC L A S S I C
Audrey’
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L I M E A D EC L A S S I C
Audrey’
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L E M O N A D ES T R AW B E R R Y
Audrey’
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L E M O N A D ER A S P B E R R Y
Audrey’
S P A R K L I N GLEMONADE
100% All-Natural Ingre dients
SPARK L ING
S in c e 1955
LEMONADE
100%All Natural Ingredients
Exploration
100% All-Natural Ingredients
12 fl.oz
Audrey’non-alcoholic
NET 12 FL OZ.
S P A R K L I N GLEMONADE
100% All-Natural Ingre dients
8
Refinement
S P A R K L I N GL E M O N A D E
100% ALL-NATURAL INGREDIENTS
L E M O N A D E
SPARK LINGLEMONADE
S I NCE1955
ALL-NATURAL INGREDIENTS
r e a l f rui t juice a nd a spl a sh
of spa r k l ing
wat er
S P A R K L I N GR A S P B E R RY L E M O N A D E
100% ALL-NATURAL INGREDIENTS
10
0%
AL
L-N
AT
UR
AL
SPARK LINGLEMONADE
ALL-NATURALGOODNESS
100%
Nutrition FactsServing Size: 12 Fl. oz. Calories:100Calories from Fat:0 %Daily Value*Total Fat 0g 0%Trans Fat 0g 0%Cholesterol 0g 0%Sodium 5g 0%Potassium 25mg 1%Carbohydrates 25g 8%Dietary Fiber 0g 0%Sugars 25g Protein 0g Vitamin A 0%Vitamin C 8%Calcium 0%
INGREDIENTS: sparkling water, organic
evaporated cane juice, organic lemon juice, organic natural
lemon flavor.
Nutrition FactsServing Size: 12 Fl. oz. Calories:100Calories from Fat:0 %Daily Value*Total Fat 0g 0%Trans Fat 0g 0%Cholesterol 0g 0%Sodium 5mg 0%Potassium 25mg 1%Carbohydrate 25g 8%Dietary Fiber 0g 0%Sugars 25gProtein 0gVitamin A 0%Vitamin C 8%Calcium 0%
INGREDIENTS: water, organic evaporated cane juice, organic lemon
juice, organic natural lemon flavor.
INGREDIENTS: sparkling water, organic
evaporated cane juice, organic lemon juice, organic natural
lemon flavor.
NUTRITION FACTSSERVING SIZE: 12 FL. OZ.
Calories:100Calories from Fat:0 %Daily Value*Total Fat 0g 0%Trans Fat 0g 0%Cholesterol 0g 0%Sodium 5g 0%Potassium 25mg 1%Carbohydrates 25g 8%Dietary Fiber 0g 0%Sugars 25g Protein 0g Vitamin A 0%Vitamin C 8%Calcium 0%
9
SPARKLING
CLASSICLEMONADE
NUTRITION FACTSSERVING SIZE: 12 FL. OZ.
ALL-NATURALGOODNESS
Final Product 10
ALL-NATURALGOODNESS
SPARKLING
CLASSICLIMEADE
NUTRITION FACTSSERVING SIZE: 12 FL. OZ.
Final Product 11
ALL-NATURALGOODNESS
SPARKLING
STRAwbERRyLEMONADE
NUTRITION FACTSSERVING SIZE: 12 FL. OZ.
Final Product 12
ALL-NATURALGOODNESS
NUTRITION FACTSSERVING SIZE: 12 FL. OZ.
SPARKLING
RASpbERRyLEMONADE
Final Product 13
Final Product 14
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L E M O N A D EL E M O N A D E
S T R A W B E R R Y
Audrey’s
sketch
draft
final product
SPARKLING
STRAwbERRyLEMONADE
Recap 15