Packaging: Lucozade reduced sugar

Brief: Lucozade Reduced Sugar has been created for the calorie conscious male between the ages of 20 to 35 who doesn’t want to compromise on the products he loves. The brief was to create a pack that resinated with the target audience, a masculine feel without the compromise of loosing flavour visibility.

Result: For this brief I explored a range of ideas and concepts before setting on a dynamic pattern based design. The idea was to create a design that kept the original Lucozade Energy essence yet was different enough to stand out from the range and appeal to the consumer with a black background that is a classic cue in the category for a lower to zero sugar beverage.

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Concept development