The brief was to redesign J20 to appeal to a more mature audience; this would be for females and males from the ages of 25-35. I was looking at this brief from the aesthetic point of view as this is the first piece of communication that that the members of the public will digest. Good design is always effective and if it has been done well the image will always be everlasting in the audiences’ heads.
The name of the proposed design is called “After Dark”, the reason being; the night and also “The Dark” have always been associated with the times adults come out to play. J20 has never had the image of being fun and stylish, its just that drink you have when you do not want to drink or can not drink in the first place. The packaging is very blatant in the way it sends these messages. I wanted to change J20's image with a total redesign.