A health conscious, young woman‟s posture indicates Motion motion. She emerges onto our sight from left to reinforce the motion she is in. Her smile and he motion indicate her comfort and ease as well health. Her gaze is distant and as we follow the path Health & of her gaze we, gaze upon the apple shots. The fruits Freshness have sprinkles water on them connoting freshness and a white Apple slice is shown again reinforce the Fruit quality. Her posture of motion and facial expression cue positive Positive & attitude. She is looks shorter than the Viewer, because of Approachable the camera angle making her look approachable. The “Active” logo, signifies activity and energy, both represented in the her posture. A viewer‟s eye would fall Energy & on “Active” first and descends to her. The word “Active” Activity provides the codes to read the rest of the packaging: as an expression of energy and an example of activity. The logo “Real” again metonymically denotes the Quality of the Apples and in fact reinforces “Activ” and Real & connotes “Truly” or “Really” active. Real, the brand Trustworthy addresses the viewer with the message “Real Apple” & “Active People”. Positioning: In other words the packaging positions the Brand as “Real Apple for Active People”.Real Apple for Active People Additionally, the Sun behind the Real & Active logos Time of Day connotes “morning”, reinforced by the Yellow-Orange, the hues of Morning, on the Packaging. By connoting “Morning” and associating that with the Product, the brand becomes an energizing, healthy, Consumption pure, Apple juice for breakfast/snack.
Brand = Authority The Minute Maid logo takes a central position on the Pack allowing the Brand Name a seat ofEquity Transferred to Authority and to exercise the effect of the Equity it Product has built over years. The dark unmistakable logo is in stark contrast with Premium the softer, feminine tone of the rest of the Pack. The colour Black visually signifies what the text “PREMIUM” expresses. The Packaging mimics nature in the arrangement of the all other elements.Nature/ Naturalness The green leaves on top bright Oranges at the bottom with its petiole. Number of leaves are arranged around the green cap visually equates the hole pack with a node of an Orange tree with leaves and full grown Oranges. Exchanges of Meaning: The brand “Minute Maid” authenticates the naturalness and I turn naturalness informs the Building Brand Brand with its associated evocations of through Packaging purity, freshness, taste and originality. The caption “100% PURE SQUEEZED ORANGE JUICE” Positioning: provides codes to read the visual text: Pure, 100%, Juice Pure, 100%, Juice and „SQUEEZED‟. „Squeezed‟ acts as an anchorage and serves to and ‘SQUEEZED’. stabilise the possible meanings by metalingually cueing in relevant code as a frame for interpretation. The slice Orange with its tiny drop of juice shows Need Evocation us what to expect from the pack. The tiny drop of juice symbolizes what need it can fulfil: that of thirst.
The Packaging mimics nature in Nature/ Naturalness the arrangement of its elements: the green leaves with its petiole. The design provides dimensionality to the pack. TheDepth/ Dimensionality grapes hang downward and the petiole emerges from the background towards the viewer. The grapes are somewhere in between the viewer (you) and the The act of Offering depth whence the petiole emerges. The grapes almost come out of the pack. The grapes are presented to you. And who presents the grapes ? The brand Tropicana. The name “Tropicana” with its green colour and a leaf on “i” already signifies TROPICAL Positioning: NATURE. 100% Grape Juice The brand intelligently equates itself with nature. Therefore “100% Grape Juice” is offered to you by Tropicana, by Nature.
The red “KDD” logo and product description “Mixed Fruit” encloses the assortment of fruits. Branding acts Both the logo and the description is on a as a Qualifier higher plain qualifying what lies in the background, i.e. that fruits. The shape of “KDD” logo signifies a leaf and Naturalness thereby adds a degree of naturalness to it. The fruit composition promises the viewer thePromise of taste anda sumptuous variety taste and experience of consuming a of fruits sumptuous variety of fruits.
The shape of “KDD” logo signifies a leaf and thereby adds a degree of naturalness to it. Higher weight to “APPLE” and much lower weight to “Juice” effectively connotes pure Naturalness + Apple. The sprinkles of connotes freshness. it is APPLE A bunch of Apples hanging downward along with the description “Apple” informs the packaging with a singular thought, that it is APPLE. The brand name “KDD” struggles to manage its existence in the midst of the strong singular communication. “KDD” does not participate in the process of creating meaning. Rather “KDD” intrudes in the space where the remaining signifiers create the following: “It is Apple and it is Pure Apple juice, 100%.” “KDD”, may inherit the With time, meanings from other signifiers and represent “Apple”.Positioning: Pure Apple juice, 100%.”
The shape of “KDD” logo signifies a leaf and thereby adds a degree of naturalness to it. There is one singular thought: Mango. The Mango fruit takes almost all the space on packaging and thereby establishes that it is Mango. The brand name “KDD” is equated with Mango by its position and alignment with theKDD = Mango description “Mango” and the image of Mango.