JDA INC

𝗞𝗻𝗼𝘄 𝗬𝗼𝘂𝗿 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲: 𝗧𝗵𝗲 𝗞𝗲𝘆 𝘁𝗼 𝗘𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲 𝗗𝗲𝘀𝗶𝗴𝗻

You must define your audience when you launch a new product or update branding for an existing product. This includes:

▶️ Demographics: age, gender, location, income level, occupation
▶️ Psychological: Interests, values, lifestyle, behaviors
▶️ Identify why your audience would want your product using market research and looking at your competitors.

HALFDAY updated its packaging recently. I want to make clear I have no idea how they got from here to there, but I do have some observations to share regarding the update and defining their target market.

𝗕𝗘𝗙𝗢𝗥𝗘 𝗗𝗘𝗦𝗜𝗚𝗡: It was whimsical and had bold colors. The package called out "Good for your gut!" and "5g of Sugar" but it wasn't prominent. It wasn't clear that this was a functional beverage. The colors, illustration and fonts made it pop off the shelf. From a visual perspective, it seemed to appeal to a younger demographic.

𝗔𝗙𝗧𝗘𝗥 𝗗𝗘𝗦𝗜𝗚𝗡: It is still whimsical but looks more upscale and has a scaled-back color palette. Everything about the new design is less "edgy." It is still youthful and fun. They have also added the line "NEW ERA ICED TEA" and incorporated the word "PROBIOTICS". They kept the original line "GOOD FOR YOUR GUT". Now people searching for a probiotic additive can identify it on the package.

𝗠𝗬 𝗔𝗦𝗦𝗨𝗠𝗣𝗧𝗜𝗢𝗡: HALFDAY'S audience skews female, age 25-30+ with disposable income. They are watching their calories and the probiotic aspect appeals to them. However, the old design appealed to a younger audience without extra cash in their pocket (this retails from $2.50 - $3.00 / can) and they don't care about calories or their gut health. Plus, it is hard to tell that this is a probiotic beverage.

𝗠𝗬 𝗔𝗦𝗦𝗘𝗦𝗦𝗠𝗘𝗡𝗧: Bravo HALFDAY. It seems to me they broke down what was working and not working on their original package design. The fact that this is a functional beverage is now clear. It also speaks to their intended audience. My only advice is the brand name HALFDAY isn't legible from the front when placed on a shelf. It is a long name, but there are ways to give your brand name prominence and readability without enlarging the font. Also, the muted color palette doesn't pop off the shelf like the old design.

𝘐𝘔𝘗𝘖𝘙𝘛𝘈𝘕𝘛: 𝘛𝘩𝘦𝘴𝘦 𝘢𝘳𝘦 𝘰𝘯𝘭𝘺 𝘮𝘺 𝘰𝘱𝘪𝘯𝘪𝘰𝘯𝘴. 𝘐 𝘩𝘢𝘷𝘦 𝘯𝘰 𝘪𝘯𝘴𝘪𝘥𝘦 𝘪𝘯𝘧𝘰𝘳𝘮𝘢𝘵𝘪𝘰𝘯. 𝘐 𝘫𝘶𝘴𝘵 𝘦𝘯𝘫𝘰𝘺 𝘥𝘪𝘴𝘴𝘦𝘤𝘵𝘪𝘯𝘨 𝘱𝘢𝘤𝘬𝘢𝘨𝘪𝘯𝘨 𝘢𝘯𝘥 𝘱𝘢𝘤𝘬𝘢𝘨𝘪𝘯𝘨 𝘳𝘦𝘣𝘳𝘢𝘯𝘥𝘴 𝘢𝘭𝘸𝘢𝘺𝘴 𝘪𝘯𝘵𝘳𝘪𝘨𝘶𝘦 𝘮𝘦.

Half Day