Packaging and Point of Sale Design
Dr Pepper Movie Partnership
The Dr Pepper trademark partnered with Universal and their Jurassic World franchise to create a co-branded national retail campaign announcing the release of the Jurassic World Rebirth film and the release of new Dr Pepper Blackberry. This summer program consisted of promotional packaging and point of sale design to drive consumer excitement.
The Challenge
Due to long lead times for packaging and POS items, we needed to begin creating art well before film assets were created. Previous challenges reproducing high resolution images on aluminum cans required us to find a novel approach to making the art both dynamic and engaging while being fairly simple.
The Solution
Based on early conversations with Universal Studios about the general direction of the film, we devised a design system based on the theme of “mission based scientific exploration.” This would incorporate tech-style graphic elements and hyper realistic dinosaurs when possible and graphic-novel-style dinosaurs when production restraints required a simplified approach. This would evolve into a system that influenced the overall approach for the brand assets created by Universal for other promotional efforts.
Initial round of packaging concepts presented to the Universal team with placeholder imagery that would reflect the journey of piecing clues and fragments together.
Final Packaging
The final packaging developed in collaboration with Universal featured a graphic approach to the character art and incorporated the mission-based theme through accompanying iconography. This allowed us to utilize the aluminum substrate of the cans and ensured printing legibility across different pack types.
The entire packaging suite consisted of 12 ounce cans, 12 packs, 24 packs, 36 packs, 10 packs and bottle labels.
Point of Sale Design
