Exercise 4

Research the canned, bottled, boxed non-alcoholic beverage landscape.

Students will:

• learn about beverage markets and products 
• identify what beverages succeed or fail, and why

At the end of this exercise students will:

• have an understanding of why beverages sell or do not sell, from an outsider and consumer perspective
• be equipped with enough information to design their own beverage

Identify beverages that are successful, lacking or dipping in sales, and emerging/predicted to rise in sales. Present your research findings as a multi-page PDF, shown in class on Thurs. Be prepared to state who, what, where, how, why each is succeeding or failing or emerging in the respective category.

Show 3 beverages in each category below, one canned, one boxed/carton, one bottled. Pouches are also an acceptable area to explore, as are powdered add-ins and other mix-ins to make a beverage on the go, such as the powdered Propel energy powder or MiO liquid add-in.

1. page 1 successful beverages, one canned, one boxed, one bottled
2. page 2 those lacking/dipping in sales, one canned, one boxed, one bottled
3. page 3 emerging, predicted to rise, one canned, one boxed, one bottled
4. page 4 charting the three areas above into one cohesive graphic, with your total 9 beverages in one layout

Exercise 4: Worth 30 points

Assessment, maximum points:

• 3 - identifying three areas, each with three packaged drinks (canned, bottled, boxed)
• 15 - identifying who, what, where, how, why each succeeds, fails, emerges
• 2 - strength of research, argument(s) made
• 5 - craft/composition of slide layout
• 3 - following directions and professionalism
• 2 - spelling, grammar

Your research will be used to help you create your own unique beverage for Project 4.

Required Reading

Click to access the book Designing Brand Identity and read pages 2-64 to learn more about developing brand values, names, and identity.

To access the book, you need to be on campus using Winthrop's library site. If you are off campus, you will need to log into the library site using your winthrop.edu username and password.

Reading should be completed on or before Oct. 25.

Project 3

Invent a fashion label for women, men, tweens, teens, and/or children. Design a brand identity and a select number of communication programs to promote your fashion label.

Students will:

• research the fashion industry
• identify an area of fashion, and market to a specific demographic
• conduct visual research, looking into design opportunities
• design a name, brand, and visual components for your fashion label

At the project's conclusion, students will:

• have learned about corporate identity, such as wordmark, lettermark, emblem, and pictorial symbol
• have learned about designing a communication system with messages and branding applied to a variety of media
• have used an opportunity matrix to investigate design opportunities

Consider:

• What your fashion line will specialize in.
• Who your demographic is.
• Why they would want to engage with this brand, and how they would do so.
• Your fashion line's big idea, ideally stated in one sentence.

Final products:

• creation of a fashion line, including the name of the fashion label itself
• 1 logo/identity for the fashion label
• 1 tag, to be used on clothing
• 5 appropriate promotion vehicles (3 outside of the store and 2 digital)
• All work submitted as digital files, PDF high-quality print
• Imagery: students may source images from stock photo sources, taking your own photos is also acceptable, but get the best images in terms of quality and appropriateness
• Color: the entire color scheme is open, may be full color, one- or two-color, color choice should carry/further the concept

Deadlines: consult the class calendar.

Project 3: Worth 100 points

• 20 craft, rendering quality
• 30 composition/layout, design appropriateness and uniqueness
• 30 concept, research, clarity of message, uniqueness, research and design thinking
• 20 presentation, professionalism, overall quality of work