Each flavour features a different pattern celebrating their fruit, alongside a different animal print incorporated into each pattern. The bright colours, bold shapes and the animal prints give a feeling of Africa, while feeling cohesive as a family of drinks.
The foil lid topper features a description of the flavour of the exotic fruit, to make people feel more confident about the flavour they’re choosing. On the back of the foil, you are encouraged to discover more about the origin of the fruits, by searching ‘cranmore’s fruit stories’. This will link to a part of their website which highlights the location of the farms in Africa, who the growers are and more information about the fruit. I have shown a mobile version of the site, as people are likely to search on their phones while enjoying the drink.
As part of the promotion for the drinks, bike carts often seen in Africa to sell fruit, would be placed in locations frequented by office workers, such as Canary Wharf. These bike carts would give office workers the chance to sample each flavour, let them see the exotic fruits used in the flesh and engage them with the brand. Workers would wear t-shirts, each celebrating a different flavour and would offer the samples to passers-by.
Alongside the fruit bikes, large scale billboards would be placed on locations people are likely to buy the drink, such as shopping areas, train stations and office buildings. These billboards aim to engage the 30-40 year old professionals target audience throughout the day, during commute, working hours and leisure time.