table of contentsvisual inventory 2

inspiration 3creative guidelines 4

sketches 6typography explorations 7

concept 1, rough sketches 8concept 2, rough sketches 9

bottle packaging 10 carrier packaging 11

final bottle packaging 13final carrier packaging 14

final product 15

research

Visual Inventory…2

Inspiration…3

creative guidelines:Company/Product: The Herman Goelitz Candy Company/Butterbeer

branding: Butterbeer will be marketed along with the Harry Potter brand to ensure recognition with the movie and book series.

Project Description: Packaging for Butterbeer bottle and four pack carrier.

Purpose of Project: Introduce the popular drink from the Harry Potter novels to both Harry Potter fans and the general public.

Competitors: Boylan Bottling Co., Pepsi Co., Coca Cola Co., Fitz’s Bottling Co., and Jones Soda Co.

Strength/Weakness: Strength—It will appeal to the large fan base of Harry Potter. People will want to buy the product because of its association with the book and movie series. Weakness—Since it is based on a fictional drink, consumers unfamiliar with the books may be weary of trying something of which they have never heard.

Target Buyers: Harry Potter fans and Soda drinkers

Unique Selling Proposition: The only brand of Butterbeer. It’s a novelty product but also one that is genuinely delicious.

tonality: The overall tonality should be whimsical, fun, and magical.

Creative Guidelines…4

sketches& graphicdesign magic

Sketches…6

Typography Explorations…7

Concept 1, Rough Sketches…8

Concept 2, Rough Sketches…9

Bottle Packaging…10

Label Seal 1

Seal 2

Carrier Packaging…11

finalproduct

Final Bottle Packaging…13

Final Carrier Packaging…14

Final Product…15