Creative Agency: B for Brand
Project Type: Produced, Commercial Work
Client: J Creation
Location: Seoul, South Korea
Packaging Contents: Soft Drink
Packaging Substrate / Materials: Plastic
Jeju Cider is originally made with lava seawater in Jeju Island, South Korea. It is highly mineralized and it has its’ own refreshing soda taste in two flavors, Banana and Melon. We wanted the consumers to smile when they see the products because the previous design of Jeju Cider was very dull and was not very noticeable to people. Also, we are living in the world with a full of choices. There are too many different brands and designs of products to be picked. We spent many hours for ideations, meetings and studies to make the product as one remarkable product then we realized that the consumers are very interested and are willing to purchase the product which makes them the positive energy. Through the many researches, we came up with the idea of ‘why not make the soft drink into a character?’ We used actual fruit images of banana and melon to show the flavor. The fruit gave smiley face to itself and the winked eyes and blushing face gave the vivid and happy feelings. By putting the words as ‘I’m Banana’ and ‘I’m Melon’, it makes the object as a live character. The illustration above ‘I’m Banana’ and ‘I’m Melon’ represents ‘Halla Mountain’ in Jeju Island. We wanted to show that Jeju Cider is related to lava seawater that comes from Halla Mountain (Unesco selected place). As well as the wave line on the top of the design represents the lava seawater movement.
Everyone can assume the flavor and where it comes from by looking at the Jeju Cider’s smiley face. With the vivid fruit colors, the product is noticeable to everyone at a glance. Don’t you just feel happy when you see the product? Doesn’t it give you a smile instantly by just looking at it?