Inspired by my childhood in Mexico, my product is a contemporary version of
agua fresca, which is a traditional fresh fruit drink. H20 Fresca is a hard-seltzer-fresh-fruit crossover, with a refreshing flavor of watermelon lime and just a hint of sweetness. Its target audience is young adults (21-35), particularly college students, in upper-middle socioeconomic classes. My product is for the culturally curious, striving to target people who want to explore new customs and explore beyond their flavor comfort zone while purchasing a somewhat familiar product.
My advertisement will primarily rely on the transfer technique, in which I will display media of people partying, hanging out with their friends, and having a uniquely good time. This will lead them to associate these memories with my product. My advertisement will also have elements of bandwagon because I want to show that this is the "new cool drink" that everyone else is drinking it and by not purchasing it, the viewer will be missing out on the fun.
I created my product using Adobe Illustrator for the logo design and Photoshop for the label assembly. One of my largest struggles was narrowing my ideas down to a single product. I had so many intriguing views on how I could potentially tackle the product and design- from jamaica (hibiscus tea), cucumber lime, tamarind, and guava lime flavors, to designs that were much more abstract, flashy, and patterned. In the end, I am very happy with the product I created, and I hope to see it in stores someday!
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