We actually propose two different ranges and two different formats : DAILY and CATALYST ; BOTTLE and POUCH.
This contest is focused on the bottle packaging for the Daily range. BUT we also plan to work on the others ranges and formats (2 ranges and 9 flavors). We'll do this work right after the contest with the winning designer if possible but keep in mind the all existing ranges for your design. It's important because we're looking for homogeneity.
We want to counterbalance our technical nature with human to give confidence, to reinsure while assuming our technical expertise. There is therefore a strong desire to bring together the following dimensions:
>>> Performance/ambition/technical (science) with Alive/energy/natural <<<
_ By performance, we mean the science of nutritional development and its impact on the body.
_ By alive, we mean human aspect, spontaneous, fresh, energetic.
= I need to breathe, I put on my sneakers and I’m gonna run!
As you'll see in our brand platform, our visuals express the ambition of the people who consume Vitaline. You’ll find:
_ Intensity in action
Through the design we want to:
_ Express intensity, lively
_ Express our technicity, our scientific expertise : We think that we can mix graphic elements to support this scientific dimension.
_ Express innovation and dynamism : see picture in attached document "Packaging brief".
_ Mixing it with natural stuff : people image, ingredients, shiny outdoor environment (probably the most delicate point to measure out)
_ Adopt the large retailers code
>> COLORS <<
Green = #3cd387
Black = #313435
Other colours can be used in keeping with the expression of the brand's values. Generally speaking, we like it to have contrast between the colours.
Through the colors must be expressed the following axes in these proportions :
_ 70% : Scientific / technical / performance / rigour => dynamism
_ 30% : Natural and healthy => comfort, warmer colors
The natural is a secondary element in Vitaline's discourse. It can be expressed by small touch but it can not be predominant.
_ Colors that evoke punch and vitality without falling into sodas of food supplements references (proteins powder, ...)
_ Contrast by choosing colors
_ No pastel colors
>> RANGE AND FLAVOR DISTINCTION <<
It is obvious that we want to make a difference between our DAILY and CATALYST ranges. This must express the difference in specificities between the two ranges.
We also want to make a difference between the flavors: whether it’s expressed by color and/or the highlighting of a visual marking the flavor.