Brief

Repackage Purdey’s Rejuvenate and extend its brand its range to include one new product – Purdey’s Natural Energy

Insight

Silver wrap is the iconic visual identity of Purdey's packaging. It does not explicitly show the type of drinks, its key ingredients and its secret formula. This notion of this intended secrecy is consistent with the hidden message, the drinks contain secret ingredients and has a unique taste.

Design

“Secret under the silver” is our design concept. A “tear-off” visual illusion is used to reveal the key ingredients - fresh fruits - under the silver wrap. This idea is uncommon in drinks packaging. Its design aims to attract costumers to discover what’s inside the drinks and interact with the bottle, which by itself a fun customer experience.

Purdey's Rejuvenate Re-packaging

We introduced a minor change to the original packaging. We used the “tear-off” visual illusion to reveal a portion of fresh fruits under the silver. It draws costumers’ attention by this uncommon packaging. Customers can actually tear off the silver warp by the die-cut dotted lines to find out the secret under the wrap, which is an interactive customer experience.

1. A customer is attracted by the “tear-off” visual illusion on the packaging
2. He tears off silver wrap by the die-cut dotted lines
3. The whole mixed fruits wrap is revealed after the silver wrap is torn off
4. He discovers the key ingredients – mixed fresh fruits – under the silver

Purdey's Natural Energy Packaging

Purdey’s Natural Energy packaging retains the iconic silver wrap visual identity. We used the “twisted” visual illusion to reveal a portion of fresh fruits under the silver. Customers can twist the silver wrap along the die-cut dotted lines to discover the secret under the wrap. The motion of twisting is associated with power and energy, which are key elements of energy drink.

1. A customer is attracted by the “twisted” visual illusion on the packaging
2. He twists the silver wrap by the die-cut dotted lines
3. The whole mixed fruits wrap is revealed after the silver wrap is removed
4. He discovers the key ingredients – mixed fresh fruits – under the silver

Print AD promotion

We would like to spread the concept of “Secret under the silver” through print advertisement. As we encourage people to discover the ingredients under the silver actively, we design an interactive print advertisement such as poster and magazine. Audience can discover the secret under the silver by tearing off the silvery paper.