DESIGNER

Leo Johnson

PROFILE/DESCRIPTION

A&W is an American fast-food company, and one of their more known products is their root beer. I want to make it so that the old retro vibe they have going with the packaging is changed to one that can speak more to younger people, as well as stand out more from other drinks while on the shelf at a super market. 

GOALS

To make A&W Root Beer stand out more when on shelves with other sodas, and to make it look a little more modern/sleek. I want it to be something young people will buy more, because I feel like it's something where as an adolescent I'm more likely to buy different drinks to more exciting and visible packaging.

PRIORITIES

1. Packaging, just drawing your eye at first
2. Root Beer/A&W
3. “No Caffeine” is on the bottle, so I may emphasize that fact

TARGET AUDIENCE

I'm trying to catch the eye of more younger people while also not completely losing the eye of the older people who may be more intrigued by its current packaging. Essentially making it more flashy, because that is kind of how younger people shop for food. 

BRAND CHARACTER

Very large old white American Corporation, which the packaging screams. I don't want that to be super obvious by the packaging, an kind of make it less obvious.

COMPETITIVE SITUATION

In competition with all of the other sodas at the store (Coca-cola, Sprite, Dr. Pepper, etc.) Most others have at least some thing that can pull you in quickly, and root beer doesn't have much of that, so I'm hoping to make it stand out more on the shelf.