DEER PARK
HALF PINT
SPRING WATER
Brand Identity,
Packaging Design and
Character Design
PRELIMINARY CHARACTER DEVELOPMENT STUDY
Deer Park is widely recognized for their commitment to the quality and safety of the products they offer. For over a century these standards and their dedication to the promotion of a wholesome way of life has earned Deer Park the trust and loyalty of the consumer.
The success of a recent branding initiative achieved their long term objective of solidifying Deer Park's position as a staple of a healthy lifestyle. The realization of their goal prompted brand management to initiate a study to identify further opportunities to build on their current momentum. Analysis of the research identified strong consumer interest in several as yet unfulfilled segments of the bottled water category. Brand management collaborated with Johnson Communications to establish brand identity and packaging development criteria for Deer Park Half Pint, a bottled water product developed for and marketed to children.
The Johnson Communications Group formulated a strategy to differentiate Deer Park's Half Pint from other bottled water products with the creation of a deer mascot. An extensive creative development study was initiated, exploring all visual imagery associated with the deer. The final character was brought to life with the creation of a unique personality, intended to capture the imagination of the consumer as they share his adventures.
Managed correctly an engaging mascot is a remarkably effective asset, that has the potential to shape and ultimately define a brand's identity.
The Johnson Communications Group formulated a strategy to differentiate Deer Park's Half Pint from other bottled water products with the creation of a deer mascot. An extensive creative development study was initiated, exploring all visual imagery associated with the deer. The final character was brought to life with the creation of a unique personality, intended to capture the imagination of the consumer as they share his adventures.
Managed correctly an engaging mascot is a remarkably effective asset, that has the potential to shape and ultimately define a brand's identity.