This was a brief I was given on work experience at D8 which I had decided to carry on afterwards to expand it even more, the brief was to Help Bon Accord sell more by repositioning its position in the market.

Below I started by going through research, looking at current branding and the visual identity for Bon Accord and its competitors.

Below is a page from the Bon Accord brand guidelines, this page stuck out the most due to the text on it that the company described themselves as, 'We are genuine, we are flavour champions, we are healthy hedonists'.

Below are the current bottles for Bon Accords core range

To get this to sell more after looking at the research document I had decided the best way would be to position the brand to a 'Flavour First' instead of pushing the brand.

This is because its a smaller, less known brand, people would be less likely to pick it up and buy it for the brand name, this would work with a brand such as innocent which is more established, but not Bon Accord. To combat this I decided to bring the flavour to the forefront of the design making it the main call to the branding, this way people will see the flavour first and are more likely to pick up and buy the bottle due to wanting to drink the flavour and not the brand.

After looking through the branding online I found a few problems, the first is lack of guidelines and coherence, they have 3 different logos, two feature on the bottle, one being a heritage logo, which seems out of place because it doesn't look like a heritage logo, especially since the brand isn't that old.

Below I was looking at the audience page, this was a really important part of my research as Bon Accord stated their previous audience, but D8 had suggested I try and broaden this to attract a wider range of consumers. Another section if this was the purpose section which had some words stick out, Bon Accord described wanting their redesign to be 'Fun, Bright, Happy, Premium and Flavour First'.

Next was looking at where the brand sits in the Current market and where the brand wants to be, it's quite a niche Scottish brand but they want to broaden their reach to that mass appeal section.

Next up was looking at the price range of the bottles, its quite expensive on the scale so this will need to be reflected in the new identity, I've chosen to do this by looking to approach in a contemporary way.

Before I started designing I had taken a look at this brand positioning chart made to help my final decisions before I design, the overall points I took from it was that wanted to become more known for their health benefits, the Occasionality and the most important was the taste and flavour. 

Below I had started doing some thumbnails and coming up with potential ideas about all aspects of the redesign.

To start with I had experimented with type, putting various type elements into different typefaces to attempt to match the vibe I wanted.

Next I looked at seeing if its possible to change the logo up a little but still keeping it in a simple shape like they had before, after some feedback though it was suggested that a client like this wouldn't be 100% onboard about a change like this so I've made sure I kept that semi circle 'smile' branding throughout the project to please the client.

Following on from this after more feedback it was suggested to keep the 'smile' the right way around, but to push it as much as I can to bring a contemporary edge too it.

I had started bringing colour into it now, trying to match the colour to the flavour as best as possible to act as an instant identifier for the consumer, oh its pink packaging, must be pink grapefruit flavour.

Then I had thought about the label itself, whether its best as just a sticker label on the front or a full wrap around label.

I had then settled on this narrow condensed design, with stickered elements to push the flavour and the health / ingredients benefits.

After feedback and talks about how these labels can be produced and all the various methods of printing and labelling on bottles I was told its possible to get graphics actually screen printed on the bottle itself, allowing a clear bottle with printed elements on it.

Originally I had given the stickers circle elements to show that fact that its fizz, using the rising bubble idea that would happen when the bottle opens, after some feedback it was suggested that the client might want their logo used in this aspect so I had replaced the circles with the semi circle shape, im not a fan of how this looks as I think the circle bubbles was more effective.

Once I was happy with it I had started creating designs and layouts for each core range flavour.

After the core range I wanted to expand it a little, in the initial brief one element that Bon Accord wanted to develop was their occasionalality, this was through creative one of bottles and limited edition for holidays and events, so I had created designs for 2 limited flavours, Merry Berry Christmas, and the Pumpkin 'BOO' Soda.

I had then mocked it up, the initial idea was to have all black lids to allow them to function and look as a set, this gives the brand more too it and would help its establishment and recognisability.

I wasn't a fan of the black lids thought so I experimented with it a little more and tried bringing colour to the lids. One of the biggest changes to the bottle itself was moving  the logo to the bottle neck, this allowed it to still be prominent but sit back a little from the flavour which occupied the main label.

Below is the final Core Range for Bon Accord and screenshots of the presentation I had put together for it.