Jeff Klok-Profit Sports Drink Sports Drink Package

At Design Interviews

(Excerpt) Interview with Jeff Klok : Frank Scott: What is the main principle, idea and inspiration behind your design?. Jeff Klok : To transition PROfit from a relatively standard shape and appearance to a brand that stands alone on the shelf. We wanted to create a product that reflected athleticism and sports in its design. .Frank Scott: What has been your main focus in designing this work? Especially what did you want to achieve?. Jeff Klok : To create a truly iconic package that differed from the rest of the competition. There are a lot of brands out there offering similar hydration formulas. PROfit stands apart from most of the segment as a Hypotonic, rather an Isotonic, likewise, we wanted the container to stand apart as well. .Frank Scott: What are your future plans for this award winning design?. Jeff Klok : Since the release of the package, Toni has seen a steady increase in sales due to the new container. We hope that they continue to climb and that PROfit becomes a primary player in the Sports Beverage market. .Frank Scott: How long did it take you to design this particular concept?. Jeff Klok : This project was a relatively quick design, the client was serious and willing to take chances and loved the initial round of concepts we presented. PROfit as it is today is very similar to the initial concept presented to them. .Frank Scott: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?. Jeff Klok : I designed this concept with the idea of sports protection equipment in mind. Similar to American football pads, with their large block surfaces and textures. This was a commissioned project by Toni. .Frank Scott: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?. Jeff Klok : Toni owns the rights to the design and is currently in production by Amcor in Ecuador. .Frank Scott: What made you design this particular type of work?. Jeff Klok : The brand needed something new, something that would jump off the shelf at the consumer. We wanted something bold and strong, and we think PROfit does this nicely. .Frank Scott: Where there any other designs and/or designers that helped the influence the design of your work?. Jeff Klok : Carlos, Luis and myself designed the container and label to work together. One would not work without the other. It was through all of our abilities that we were able to reach the final product. .Frank Scott: Who is the target customer for his design?. Jeff Klok : The target consumers are active and health-conscious people roughly 15-40 who are looking for that edge in performance. They appreciate the benefits of hydrating sports drinks and a drink that will help them take their game to the next level. .Frank Scott: What sets this design apart from other similar or resembling concepts?. Jeff Klok : Many competing packages are all similar in either design, language, or even formula. With PROfit we chose to relocate t.[ End of Excerpt: Read complete interview with Jeff Klok on Profit Sports Drink Sports Drink Package at design-interviews.com ]

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