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

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L E M O N A D EL E M O N A D E

Audrey’s

Audrey’s

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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

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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

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L E M O N A D E

A u d r e y ’ s

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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

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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