Purdey's initial Research

D&AD Competition Brief 

Purdey's.


When I first found this brief, I vaguely remembered seeing these bottles in stores but had never tried it. I therefore went on the mission to go and get a bottle to try and look at primarily. It took me a few shops to find it I wents to Morrisons, Sainsburys and then finally found Purdey's in Waitrose. It was also very pricey and I ended up paying £1.50 for 330ml, which is the same value of a can of coke etc.. 
The product was placed by redbull & monster on the bottom shelf. It did stand out already from the rest due to its quirky bottle and the silver wrap standing out, it looks very elegant. This packaging that I bought today is the newly design bottle by brand design specialists Blue Marlin. The new look is just beginning to roll out. The sumptuously detailed new design benefits Purdey’s status as a classic premium drink and explains the brand’s mission and beliefs. It also signals the determination of brand owner Britvic Soft Drinks to bring this pioneering product to greater prominence.

So from my venture to find this product I thought I would research to whether store do sell the product and also what they described the drink to be like and how they promote it.

Tesco's Product Detail
No artificial flavours, sweeteners, colours or preservatives
Caffeine free
Suitable for vegetarians
A formula of grape and apple juices, sparkling spring water, botanical extracts and B vitamins to give you a gentle lift and help you feel rejuvenated.
Rejuvenate gives you a tasty and gentle lift for body and mind without the extremes some energy drinks can give you.
1. B vitamins to help energy release
2. Vitamin C to support your immune system
3. One of your five a day making life a little bit easier
Purdey's is proud to be the original well being drink. For many years, our team, of experts has been tirelessly putting their scientific know how to good use, bringing you a unique formula to help re balance and restore your well being. They've even swathed it in a brown glass bottle, wrapped in silver to protect the delicate formula and B vitamins from the light. Such dedication
Purdey's well being for body, mind and soul.



Holland & Barrett Product Explanation
A unique formula of fruit juices, sparkling spring water, natural herbal extracts and vitamins, which provides a healthy and immediate way to feel refreshed at any time.

Whether you need a morning energiser, afternoon refresher or an evening pick me up, Purdeys hits the mark.




Asda's Product Detail
No artificial flavours, sweeteners, colours or preservatives. Caffeine free. Suitable for vegetarians. A formula of grape and apple juices, sparkling spring water, botanical extracts and B vitamins to give you a gentle lift and help you feel rejuvenated. Rejuvenate gives you a tasty and gentle lift for body and mind without the extremes some energy drinks can give you. 1. B vitamins to help energy release 2. Vitamin C to support your immune system 3. One of your five a day making life a little bit easier Purdey's is proud to be the original well-being drink. For many years, our team, of experts has been tirelessly putting their scientific know-how to good use, bringing you a unique formula to help re-balance and restore your well-being. They've even swathed it in a brown glass bottle, wrapped in silver to protect the delicate formula and B vitamins from the light. Such dedication! Purdey's - well-being for body, mind and soul. 



Waitrose Product Detail
No artificial flavours, sweeteners, colours or preservatives. Caffeine free. Suitable for vegetarians. A formula of grape and apple juices, sparkling spring water, botanical extracts and B vitamins to give you a gentle lift and help you feel rejuvenated. Rejuvenate gives you a tasty and gentle lift for body and mind without the extremes some energy drinks can give you. 1. B vitamins to help energy release. 2. Vitamin C to support your immune system. 3. One of your five a day making life a little bit easier. Purdey's is proud to be the original well-being drink. For many years, our team, of experts has been tirelessly putting their scientific know-how to good use, bringing you a unique formula to help re-balance and restore your well-being. They've even swathed it in a brown glass bottle, wrapped in silver to protect the delicate formula and B vitamins from the light. Such dedication! Purdey's - well-being for body, mind and soul. 




From my taste of the drink:
My Review

It is fancy drink mainly stocked at department store, therefore up scale market as pretty expensive. Purdey's rejuvenate, full of vitamins & minerals. Doesn't give you side effects just gets you through the day. The bottle top is like a medicine bottle. The smell isn't very appealing, the taste is not as bad as the smell. It tastes like fresh orange juice and it gets left but fizzy. There is a flow in the way of the bottle is designed due to it over flowing when opening. The plus to it is that it does give you an uplifted feeling, without the feeling of a buzzed caffeine drink. I think the feel of having it in a glass bottle gives it an added extra.




Light Sensitive Containers.


Cobalt Blue Boston Rounds are light sensitive. They feature a round body, rounded shoulders and narrow screw neck opening. 

 

 

 

 

Amber Packer Bottles these amber bottles store and protect light-sensitive materials. Their large openings make filling and dispensing easy.

Flow Remedies crystal essences are stored in violet glass, a special kind of glass that is perfectly suited to store vibrational remedies as well as other light sensitive substances. The ancient Egyptians used violet and gold colored glass to store their precious substances in. Unfortunately the recipe was kept very secret, so that only certain pharmacists made a bit of violet glass for their own purposes. 

Aluminium bottle EP lined aluminium is the best way to store most liquid / semi liquid products. Our high quality aluminium bottles are totally impervious to light and provide the necessary protection from temporary temperature fluctuations (such as in transit) whilst providing excellent damage protection together with lightweight, durable construction and striking presentation .The aluminium containers are lined with a special resin (Epoxy Phenolic*) which keeps your contents from direct contact with the aluminium ensuring a compatibility with a wide range of substance, Naturally thinking aluminium containers are totally reusable and recyclable.

Aluminium Cans this is the same material although this is not a screw top. These hold the same amount of liqiud as the Purdey'a at the moment.

Innovative Bottles.

I like the use of the long neck and fully coated bottle, with a sleeve like a belly band rather than a large cover. I think this would stand out again the other well-being vitamin drinks but I don't think that this has the elegant look it currently has although, I am not too sure the elegant look is working due to the need of re-branding anyway.

 I like the innovative shape of these and how it can be easily stacked on the shelves even though the design has been developed largely, this has been one of the key factors what they took into consideration. This bottle would not be appropriate for Purdey's as the material of the bottle is not light sensitive. Although, I liked the idea of creating the key feature of the bottle the shape as most bottles are a bog standard shape.

This is very similar to the very first innovative bottle I have referred to at the top. Although, I like how the top part has to be undone to be able to drink the drink if the bottle was made out of aluminium due to the idea I have of creating a viral add of putting individual quotes to tweet. I like the design of the sculpture of the bottle which adds elegance and luxury to the item.

I was shopping the other day and seen in office shoes they have a viral campaign where you ask what others think on twitter and tweet a picture of you in the mirror with the question on the mirror. This brought an idea to myself with this brief due to wanting them to share there secret more broadly without losing the curiosity of the brand.

I think this would work if we didn't let too much off about the brand maybe just the logo. This would make people look out for it and create a want for the product which will then be passed on. I have realised that a lot of people don't even know about the drink, and if they do they believe it is too expensive. Therefore, I think that the audience would be young professionals. I have asked a few young professional a few questions:

1) What is your day to day life like? Do you regularly need a pick-me-up?

The average of this answer was that they regularly have coffee regularly throughout the day. And the life style was very rushed and mainly getting to-go food. Another big part of there day was also public transport etc...

2) Do you use social networking? Such as Twitter & Facebook...

Everyone said that they had the social networking but just under half said that they didn't tweet everyday. They said that they said that they used it if they had something to tell someone or something interesting to tweet. People with the graphic design industry said they used it regularly. Also, they said they regularly check it up on the public transport.

3) Have you ever had Purdey's & if not have you heard of it?

Nearly a quarter of the people I asked about Purdey's didn't know about the drink. And never heard of it. When I showed them the bottle they said they merely recognised it. Which shows the packaging is kind of memorable as it is. Although, this means we need to get people to want to try it make people have more curiosity to try as everyone is within their social group.

Other Ways to attach messages:

 Out of all these above think adding a riddle on the inside of the lid for people to post their answer on social media will work well as it will stimulate minds of the young professionals traveling and also it will begin an interest in the drink due to the curiosity of the answers.

This is something I really want to push within my design just to push it that little further, due to Fred mentioning that to push the brief further you have more of a chance of standing out etc....