Morning Makeover (Student Project)

Designer: Gemma Schlotthauer
Project Type: Student Project
School: University of Wisconsin-Stout
Course: Intro to 2D Digital Imaging
Tutor: Karl Koehle
Location: Menomonie, WI
Packaging Contents: Vitamin Enhanced Juice
Packaging Substrate / Materials: Cardboard
Printing Process: Digital Printing

The goal of this project was to create a beverage carton that appealed to a target audience of 30-50 year olds using a cardboard die cut template. I wanted to choose a product that was going to be both appealing to a wide audience but unexpected, so I came up with a line of hangover remedy morning juices.

Heavy drinking is something that is mostly looked down upon by 30-50 year olds, especially in midwestern America. Living in Minnesota and Wisconsin, I see this every day. Many have settled down and had kids, but there's a desire to have the occasional sense of freedom. I wanted to design a hangover cure that could sit proudly on shelves at grocery stores, without mothers feeling ashamed to place it in their cart. A lot like how high schoolers feel awkward buying condoms, many parents could feel awkward purchasing something that's going to cure their night of letting loose. They might fear others judging them as irresponsible or neglectful to their children. And although the drinking itself isn't looked down upon, because liquor is sold almost everywhere, it's the hangover that people get crap for. Unfortunately, what people need to realize is that they are pretty inevitable after so many drinks are consumed.

In order to combat this issue, my product is designed to encourage women that having a night out with the girls is a reward for working hard all week. I chose a 1950's inspired design because retro seems to be shifting back into modern culture. "If it's vintage, it's classy." Although most 30-50 year olds of today never experienced the 1950's, especially among women, there is this cultural desire to live in the past. It makes the classy feel understood and the not-so-classy feel as though they are classy.

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