This project consisted of much preliminary research. I first analyzed the current Sun-Maid brand by identifying values, benefits, discriminators from competing brands, and target market. From here I chose a new market that targeted early Gen Z and Millennial women and decided to flip the current brand’s identity to focus on this new market. Once I established and re-focused the current brand to an alternative market, I created three moodboards which focused on different packaging directions that appeal to the new audience. I decided to move forward with the idea of showcasing the product in a natural environment and putting overall emphasis on the quality of the product. My next step was creating a mood-style board that helped me to develop this new identity. As I created this board I started to find a way to reimagine the classic Sun-Maid logo, the current depiction felt very traditional, so I wanted to simplify the illustration to feel more contemporary, which would appeal better to the new audience. As I moved on to brainstorming ideas for the packaging vessel, I looked to my initial research and moodboards and came to the conclusion that an eco-friendly and clear vessel would be the most successful options. With this in mind I decided on a glass jar that could be reused or recycled after it’s original use. This would allow for the product to be showcased so the consumer knows exactly what they’re buying, as opposed to seeing solely an illustration of the product. As I refocused the audience, I wanted to elevate the current Sun-Maid brand to feel more organic and modern, while still maintaining their trusted brand recognition.