Inventing a New Juice Brand for Dole
Dole (Pepsi) hired IDEO to develop a new adult juice brand. Working with industrial designers and human factors specialists, my team's mission was to determine the product's position in the marketplace, name the brand and the juice flavors, and design the bottle form and label. Here are some of the directions the resulted from our exploration:
This direction is inspired by Dole's rich heritage and origins in Hawaii, a location associated with paradise. Design concepts in the heritage approach make references to days-gone-by and romantic qualities of the islands and lush fruit.
This direction uses the bottle design to emulate aspects of fruit: its shape, pulp, texture, etc.
This direction is inspired by Dole's Hawaiian origins as well as the dreamy quality of sentiment. Design concepts within the Nostalgia direction include elements of discovery and intimacy through pattern, texture, and 'windows' in the bottle design. Color palette and images evoke tranquility and invite the mind to wander...
This direction is inspired by the ephemeral quality of moods and emotions. Design concepts in the Mood direction invoke feelings or emotional responses associated with paradise through evocative flavor names, rich colors, abstract textures, and ethereal imagery.
STATE OF MIND
This direction is inspired by the notion that paradise is a fictional place or a state of mind that allows us an escape from reality. Design concepts in this direction are expressive of fantasy and the imagination. Intriguing product names, descriptive of 'states of mind', help one to transport themselves to another place - paradise.