Value proposition
Bold flavor, lighter lift, cleaner ingredients and a crisp finish that doesn’t weigh you down.

Audience & personality
Young professionals and families who want fun, flavorful fizz without the sugar crash. Personality: upbeat, modern, honest, and approachable.

Creative direction
Create a cohesive aluminum can system that pops on shelf and reads clearly in hand and online. The design should be minimal yet expressive, anchored by one unmistakable visual device that scales across flavors and formats. Prioritize instant brand recognition from a distance, clear hierarchy in motion (coolers, vending, scrolling thumbnails), and effortless legibility under condensation and glare. Build a flexible layout that adapts to multiple can heights and multipacks without reworking core elements.

Brand constraints (must-haves)

• Include the brand name “Aurora Pop.”
• Prominent flavor name and a clear visual differentiator per SKU (distinct accent color or pattern) while preserving master brand unity.
• Front-of-pack callouts zone (e.g., 90 calories, naturally flavored, caffeine-free when applicable).
• Nutrition Facts, ingredients, volume, barcode, recycling/deposit marks, best-by/lot code zone, and standard warnings where required.
• Artwork must work for direct-printed cans and pressure-sensitive wrap labels.

Deliverables & specs

Item	Details
Can formats	12 oz (355 ml) standard; 12 oz sleek; 16 oz (473 ml)
Dielines	Print-ready can art with seam/overlap, rim safety, and bleed; PSL wrap dielines with 3 mm bleed
Print files	CMYK + optional spot color; vector PDF/X-1a + layered source files
Variants	4 core SKUs (Citrus Burst, Berry Sky, Peach Glow, Ginger Lime) + 1 seasonal
Multipacks	6-pack & 12-pack carriers (paperboard), tray wrap; top and side panels designed
Barcodes	UPC/EAN on single cans and carriers with quiet zones intact
Regulatory	Nutrition Facts, ingredients, distributor info, caffeine statement (if any), recycling/deposit text
Digital	E-commerce hero (front/angled), PDP set, social thumbnails
Mockups	Shelf set, cooler door, hand-held can, and 3D spin for each SKU

Production notes (cans & carriers)

• Direct can print: Use white underprint to control aluminum show-through; avoid hairlines < 0.4 pt and micro text < 5 pt. Keep critical text ≥3 mm from the seam and ≥6 mm from rim/bead. Plan trapping for large solids to prevent tint banding.
• PSL labels: 3 mm bleed; specify substrate (film vs paper), wet-strength adhesive, and finish (matte/gloss/soft-touch).
• Carriers: FSC paperboard preferred; specify AQ/UV coatings; maintain high barcode contrast.
• Sustainability: Include How2Recycle (or local equivalent); design multipacks to minimize ink coverage where possible.

Do / don’t

• Do prioritize instant brand read, clear flavor differentiation, and simple hierarchy.
• Do test legibility on curved, wet surfaces and under cooler glass glare.
• Don’t overload the front with claims, stick to one primary and two secondary callouts.
• Don’t rely on heavy gradients or photo textures that can band or muddy on aluminum.

Success criteria
Recognizable at 2–3 meters on shelf and compelling at thumbnail size; consistent master brand with unmistakable flavor cues; flawless regulatory placement and scannable barcodes; clean results across direct print and PSL without rework.

Tone of voice
Bright, straightforward, and friendly, fun without fluff; informative without jargon.