Moodboards

To get a feel for the 'Feel Good' tone of voice and the atmosphere they try to invoke with their products, I started by studying their website and company blog. The first thing that struck me is that their overall design and visual style looks very handmade. Each individual image seems to be a cut out either stuck down with tape or suspended from the sky with string; with the different layers of images moving and rotating behind each other to give the feel of depth, almost like a child's mobile. I really like this approach as it makes the site look very sweet and charming; almost innocent in its childish simplicity. This ties in well to the overall theme of all natural flavours and no artificial sweeteners or added sugar.

Below is the first if my moodboards; this being one for the company itself, the packaging of the products the brief wants me to focus on, and the cheeky visual style that's been used in previous animated advertisements for their drinks.



This moodboard shows the style of graphics previous competition entrants have gone for while working on this brief. They've all gone for very bright, cheerful, and quirky imagery to fit with the brand's theme.



Target audience moodboard showing the types of people likely to purchase Feel Good drinks and what I imagine their typical lifestyle to be like. According to the brief, the drinks are aimed at 16-34 year olds; people who are old enough to want to take care of their bodies and appreciate the benefits of a healthier, better tasting drink, and so don't mind paying a little extra for it. From this we can assume that the target audience would also be health-conscious people who lead fairly active lifestyles and take part in various outdoor activities both for fun and to keep in shape. They're hard working but still enjoy being sociable and having a good time; suggesting they're either students out of high school and experiencing the world for the first time (student loans = money to buy slightly more expensive drinks!) like in university, or they've already left education and have succeeded in finding a well paying job. And naturally, they're most likely a little on the quirky side, choosing to see things in a positive light so they can make the most of any situation, while poking fun at things that don't go quite as planned. For this moodboard I took quite a few images from the Feel Good Drinks Flickr site where their customers sent in photos of their own feel good experiences, so I know for certain that a fair few of my images are of real Feel Good drinkers.



This moodboard shows the feel of the design I'm hoping to go for, using cave drawings as my inspiration. I want the style of the animation to be light, sketchy and playful to imitate the charm of the hand made cut out theme of the website. While cave drawings can often come across as quite dark and intense, often depicting battles and men hunting beasts, I feel the simple stick men scratched into the rock draws a parallel with the stick man-silhouette character of the Feel Good logo, so I'm hoping I can adapt the style into something more cheery and child-like while keeping the sketchy characters in tact. I also looked at geysers and fountains to get an idea of how the Feel Good juice could shower down on people, which I thought could be a nice, fun idea to show the characters reveling in the 'feelgoodness'.