African Tetrapak 125ml Juice -- 2

Tetrapak designs for a juice brand targeting the 2 to 12 year range – this would be a low cost product (target price USD0.06). Packing is 125ml tetrapak The product branding is ELE JUS to feature an elephant. The characters would have a ‘Nintendo’ like look and feel. Key stakeholders in the project have expressed a preference towards elephants as the chosen characters expressing their view that the elephant is a universal character loved by kids everywhere. The colour of the elephant should differ by flavour and possibily personality of the character too. Initial plan is for two flavours (orange and mixed) moving to apple and strawberry/banana in a later phase. Initial markets are in Africa: East (South Sudan), North (Libya), West (Ghana) and South (Zambia) Attached images are 3 of the competitors with Suntop being the leading competitor. Hence why I have provided the Orange and Mixed Fruits visuals The packing dimensions are 85mm x 50mm x 32 mm, so we don’t have much space to play with so any design work has to be simple. The front and back are identical except for one side is English and the other Arabic, but of course one side will have a straw thru the middle The top typically carries the production date, Best before etc. and typically one side will have nutritional facts and ingredients whilst the other some promotion or benefits. We will later need to think about the case in which 24boxes are kept One of the differentiators from these low cost products is while our price point is about 6 cents per piece the design and look will be “modern” versus the two cartoon images which are a little “old skool”. Suntop is very plain. But to try and piggy bag the category leader we would like to see one of the concepts that is in the same orange and yellow colour (as core colours, other colours allowed) as Suntop We will initially only be looking at two flavours – Orange and Mixed Fruits and can only ever see this going to a max 4 flavours but that is light years away (or feels that way) I have attached something that creates an elephant out of JUS … maybe I am getting carried away, but just a thought I wanted to share with you Next steps 1) how work minimalist and low on cost could we do phase 1a and how quickly can we get something 2) They want to go live this summer (which means I have to start packing production in April), could I please get a timeline on how quickly we could get to a final brand after concept approval (I appreciate it requires iterations with us) As mentioned we recognise once the initial work is done the casing, posters, website, social media will need to be developed to give the brand a personality, but we need to get step one moving asap Hope this provides you enough information to give us a ball park proposal Regards