GDES-3004-002

3rd Nov 2020

Angela Lam 3161525

Ming Zhao 3160289

Project 1:
Redesigning YeShu
Contents

Introduction P1-3

Ideations & P4-8

Analysis

Final Choices P9-12

Final Visual P13-16

 1

Current
YeShu

Brand Position: Healthy, Natural, Authenticity

Target Consumers:
All aged, especially at big parties like wedding-
ings, birthdays, etc... only in China
 2

Current Strengths:
- Outstanding brand name
Weaknesses:
- no hierarchy
- Clear tagline, the age of the brand - the design is too busy
Packaging - eyecatching
- a lot of information
- no white space
- weird colour palette
- memorizable - irrelavent advertising
 3

Strengths:
- effective packaging
Competitors - dynamic & communicative
- unique illustration style
- 100% juice with no preservatives
- Minimum amount of info

Weaknesses:
- many shelf-stable drinks use
white boxes
- v stands out besides “organic”

Strengths: Strengths:
- effective new design - multiple series
- high contrast - used for cocktail
- high quality photos - substitute water
- immune support - good at communicating
- no preservatives to target the audiences
- high nutrition values
Weaknesses:
- GMO’s Weaknesses:
- under CocaCola - busy packaging design
- internal competitions - more multi flavoured
than a single one
 4

Stage 1
Ideations
 5

Top
Choices
 6

Choice 1:
Strength
vs Strengths:
- Good consistency/negative space/colours

Weakness - Strong differentiation between the different

SKUs
- Has a strong connection to the original one yet
very different and refreshing
- Good contrast that captures consumer’s atten-
tion
- Does not alienate existing consumers
- Uses a similar colour scheme as original pack-
aging
- Has a grid-like layout that is similar to the origi-
nal packaging
- Unique asymmetrical grid layout
- well-balanced/Strong hierarchy

Weaknesses:
- The 3 competitors also use black / dark
colours for background
 7

Choice 2:
Strength
vs Strengths:
- Good consistency/colours

Weakness - Logo captures a lot of attention

- The darker version reminiscent of the original
packaging layout
- The lighter version has a brand new palette

Weaknesses:
- The 3 competitors also use black / dark colours
for background

- Differentiation between SKUs could be stronger

in the lighter version, and the hierarchy can be
stronger
 8

Choice 3:
Strength
vs Strengths:
Weakness - Good consistency/negative space/colours

- Strong differentiation between the different

SKUs
- Similar layout to the original packaging
- Vibrant colours for background makes
it stand out from competitors

Weaknesses:
- Lack of recognition comparing to the
other two because of the colour
- illustration maybe fighting for the logo
for the attention
- hierarchy can be better
 9

Final
Logo
Choice
 10

Final
Colour
Choice
 11

Final
Design
Choice
 12

Final
Visual
 OVERLAP

13

Dieline:
Orange 272.0 mm

Valeur nutritive Nutrition Facts

par 250 mL (250 g) Per 250 mL (250 g)
Teneur % valeur quotidienne Amount % Daily Value

Calories 80 Calories 80
Lipides 0 g 0% Fat 0 g 0%
saturés 0 g Saturated 0 g
0% 0%
+ trans 0 g + Trans 0 g
Cholestérol 0 mg Cholesterol 0 mg
Sodium 0 mg 0% Sodium 0 mg 0%
Glucides 22 g 7% Carbohydrate 22 g 7%
Fibres 1 g 4% Fibre 1 g 4%
Sucres 18 g Sugars 18 g
Protéines 0.4 g Protein 0.4 g
Vitamine A 6 % Vitamine C 70 % Vitamin A 6 % Vitamin C 70 %
Calcium 2 % Fer 0% Calcium 2 % Iron 0%

Ingrédients: 100% pur jus Ingredients: 100% pure

d’orange • Eau • Jus de coco orange juice • Water • Fresh
frais • Sucre blanc • Additifs, coconut gravy • White sugar •
alimentaires (caséinate de Food additives (sodium
sodium, monostéarate de caseinate, glyceryl
glycéryle). monostearate).
Informations sur les Allergen Information:
allergènes: Caséine (extraite Casein (extracted from milk).
du lait).
Coconut Palm Group Co. Ltd.
Coconut Palm Group Co. Ltd. Product of China.
Produit de Chine.

304.9 mm

CLIENT COCONUT PALM GROUP CO. LTD. FILE PD1P1 – Final Dieline.ai
65% of the original size
PROJECT 1L YESHU DATE NOVEMBER 3rd, 2020
VARIETY 100% ORANGE JUICE UPC 012345678909
COLOURS 6 COLOURS FONTS BRIEM AKADEMI STD, UNIVERS LT STD,
FRANKLIN GOTHIC
SCALE HARD COPY 100% OF ACTUAL SIZE
SOFTWARE ADOBE ILLUSTRATOR

CMYK PMS 3588 C PMS 2320 C

DESIGNERS: MING ZHAO AND ANGELA LAM

 OVERLAP

14

Dieline:
Blueberry 272.0 mm

Valeur nutritive Nutrition Facts

par 250 mL (250 g) Per 250 mL (250 g)
Teneur % valeur quotidienne Amount % Daily Value

Calories 80 Calories 80
Lipides 0 g 0% Fat 0 g 0%
saturés 0 g Saturated 0 g
0% 0%
+ trans 0 g + Trans 0 g
Cholestérol 0 mg Cholesterol 0 mg
Sodium 0 mg 0% Sodium 0 mg 0%
Glucides 22 g 7% Carbohydrate 22 g 7%
Fibres 1 g 4% Fibre 1 g 4%
Sucres 18 g Sugars 18 g
Protéines 0.4 g Protein 0.4 g
Vitamine A 6 % Vitamine C 70 % Vitamin A 6 % Vitamin C 70 %
Calcium 2 % Fer 0% Calcium 2 % Iron 0%

Ingrédients: 100% pur jus de Ingredients: 100% pure

myrtille • Eau • Jus de coco blueberry juice • Water
frais • Sucre blanc • Additifs, • Fresh coconut gravy • White
alimentaires (caséinate de sugar • Food additives
sodium, monostéarate de (sodium caseinate, glyceryl
glycéryle). monostearate).
Informations sur les Allergen Information:
allergènes: Caséine (extraite Casein (extracted from milk).
du lait).
Coconut Palm Group Co. Ltd.
Coconut Palm Group Co. Ltd. Product of China.
Produit de Chine.

304.9 mm

CLIENT COCONUT PALM GROUP CO. LTD. FILE PD1P1 – Final Dieline.ai
65% of the original size
PROJECT 1L YESHU DATE NOVEMBER 3rd, 2020
VARIETY 100% BLUEBERRY JUICE UPC 012345678909
COLOURS 6 COLOURS FONTS BRIEM AKADEMI STD, UNIVERS LT STD,
FRANKLIN GOTHIC
SCALE HARD COPY 100% OF ACTUAL SIZE
SOFTWARE ADOBE ILLUSTRATOR

CMYK PMS 3553 C PMS 2320 C

DESIGNERS: MING ZHAO AND ANGELA LAM

 OVERLAP

15

Dieline:
Watermelon 272.0 mm

Valeur nutritive Nutrition Facts

par 250 mL (250 g) Per 250 mL (250 g)
Teneur % valeur quotidienne Amount % Daily Value

Calories 80 Calories 80
Lipides 0 g 0% Fat 0 g 0%
saturés 0 g Saturated 0 g
0% 0%
+ trans 0 g + Trans 0 g
Cholestérol 0 mg Cholesterol 0 mg
Sodium 0 mg 0% Sodium 0 mg 0%
Glucides 22 g 7% Carbohydrate 22 g 7%
Fibres 1 g 4% Fibre 1 g 4%
Sucres 18 g Sugars 18 g
Protéines 0.4 g Protein 0.4 g
Vitamine A 6 % Vitamine C 70 % Vitamin A 6 % Vitamin C 70 %
Calcium 2 % Fer 0% Calcium 2 % Iron 0%

Ingrédients: 100% pur jus de Ingredients: 100% pure

pastèque • Eau • Jus de coco watermelon juice • Water
frais • Sucre blanc • Additifs, • Fresh coconut gravy • White
alimentaires (caséinate de sugar • Food additives
sodium, monostéarate de (sodium caseinate, glyceryl
glycéryle). monostearate).
Informations sur les Allergen Information:
allergènes: Caséine (extraite Casein (extracted from milk).
du lait).
Coconut Palm Group Co. Ltd.
Coconut Palm Group Co. Ltd. Product of China.
Produit de Chine.

304.9 mm

CLIENT COCONUT PALM GROUP CO. LTD. FILE PD1P1 – Final Dieline.ai
65% of the original size
PROJECT 1L YESHU DATE NOVEMBER 3rd, 2020
VARIETY 100% WATERMELON JUICE UPC 012345678909
COLOURS 7 COLOURS FONTS BRIEM AKADEMI STD, UNIVERS LT STD,
FRANKLIN GOTHIC
SCALE HARD COPY 100% OF ACTUAL SIZE
SOFTWARE ADOBE ILLUSTRATOR

CMYK PMS 2027 C PMS 2320 C

DESIGNERS: MING ZHAO AND ANGELA LAM

 16

Mockups
Thank You !