Objective:
Redesign an existing beverage brand to target a new audience of young, working professionals by creating a fresh new labeling and packaging.
Process:
I began by researching the existing brand, Treetop, and their signature product: apple juice. I learned everything about the product, including what makes Treetop’s brand unique, what types of stores they sell their product in, and how they currently market their product. I also learned that their current target audience was primarily children and mothers buying apple juice for their kids.
After collecting all this data, I had to choose a different audience to market Treetop’s apple juice to. I decided on young professionals, typically people between the age of 18-30 with middle to upper-class salaries. In my experience, this age group is willing to spend a bit more on beverages and is interested in consuming trendy drinks (e.g., La Croix, White Claw, etc.).
With my new target audience in mind, I got to work, looking for inspiration in similar non-alcoholic beverages marketed towards this demographic. I also kept in mind this product’s unique qualities, namely that it’s 100% organic and grown purely in the US.
I then designed a trendy label and attached it to a reusable glass bottle. I imagined this product being sold both individually and in six packs at local grocery stores. This packaging allows a busy worker to snag one bottle while on the run, or a weekend adventurer to grab a six pack to share with friends.