Project:
Bundaberg Brewed Drinks (BBD) Global Point of Sale (POS)
Brief:
Imagery which featured a combination of brews in trade-based and retail artwork had been a weakness for BBD, particularly when it came to producing work for international markets. With a range of 17 brews, it was clear an artwork system was needed to create an image suite which reduced designer time and offered creative flexibility for the marketing and sales team campaigns. The current suite of imagery was not shot with execution in mind and did not allow room for promotional call outs or provide hierarchy. Addressing these design problems was crucial to solidifying activations in store for emerging markets.
Created with purpose and execution in mind, I addressed these concerns by building a suite of imagery around the range that allowed for fast design turn around. For inspiration, I turned to brands who have done this well as a starting point, but I wanted to do it the Bundaberg way, ensuring the look and feel felt like Bundaberg and would not only resonate with ANZ consumers, but not feel so Australian that it would alienate international markets. A global look and feel was key for market adoption.
The set was shot wide to allow for headlines, price point and ribbons devices. The colour palette chosen was earthy, natural and light, reflecting BBD's Queensland provenance while allowing both products and text to contrast and pop. In the set construction, I found vintage wood plinths to hark back to BBD's craft and nostalgic heritage. The round object in the background subtly guides the eye of the consumer to the brews, and the fruit cues were carefully constructed to complement and not over power them, reinforcing the natural ingredients contained within, which reinforces Bundaberg as a premium non-alcoholic beverage and increasing taste appeal.
Employer:
Bundaberg Brewed Drinks
My Role:
Art direction, Concept development, Graphic design, Project lead
Photography:
Outcome
Mood board and Concept
IMAGE SUITE
