Fresh From The Field: Plain Jane — By White Rabbit
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The brief
Plain Jane is a female-led brand specialising in hand-crafted RTDs. The tasty new beverages harmoniously blend classic Kiwi fizzy drink flavours with spirits, and leave out unnecessary frills. Design Assembly studio friend White Rabbit has created a new brand identity to resonate with a high-spirited target audience and refreshingly different packaging to stand out in a diluted market.
The Design Response
White Rabbit initiated the design process with a wordmark logo that cultivates a playful and whimsical aesthetic with a handcrafted typeface. They chose a light and dark green palette to set the contrast foundation for secondary colours for each flavour, taking a bright and bold approach.
To go the extra mile, White Rabbit put a face to the name – Plain Jane. An illustrated female character serves as the brand mascot and variations of her represent three different flavours. The character design formula begins with Plain Jane’s original face, then illustrative accessories and expressions are added.
The hero flavour is vodka lemonade, so to launch the brand White Rabbit applied the Plain Jane green palette. The creative team crafted custom icons to highlight key benefits of the unique cocktail. The box design aligns to the aesthetic of the can. The logo is placed on the long side and character applied to the end which stands out on the shelf
The vodka reddy character is bold, sassy and a little bit sensual. Her name is Horny Jane and she is accessorised with devil horns and a smirk. In contrast to this, the vodka raspberry and lemonade character is called Pure Jane, she is adorned with a halo and flower in her hair.
White Rabbit’s collaboration with Plain Jane transcends conventional design boundaries, delivering a brand identity that captures the essence of their low-calorie cocktails and establishes a memorable and relatable connection with the target audience.
The Design Team
Nicole Telford
Quadri Osho
Lotte van den Hout
Simon Ellery
https://whiterabbit.nz/
https://www.instagram.com/haywhiterabbit/
https://www.facebook.com/haywhiterabbit/
https://dribbble.com/haywhiterabbit/
https://www.pinterest.nz/haywhiterabbit/
https://www.behance.net/haywhiterabbit
The Client Team
Alex Nicholson, Plain Jane
https://www.instagram.com/drink_plainjane/
https://www.plainjane.co.nz/
