University Students ‘Hoodwink’ Judges with 0% Alcohol Designs

Amelia Cherrill, a graphic design graduate from Norwich University has been named as the winner of the prestigious JDO RAW award – an annual competition designed to celebrate the UK’s best emerging design talent.

“It was a challenging, provocative brief that clearly resonated with this year’s graduating design talent,” explains Fiona Florence, Managing Director, JDO and chair of the judges. “An opportunity for the students to flex some creative muscle and get their work in front of the creative industry’s most influential talent.”

The judging panel, including JDO creative directors’ Paul Drake and Ben Oates also featured the musician Felix Buxton of Basement Jaxx and David Marchant – PepsiCo’s Head of Design for Western Europe. Following a rigorous judging process, Amelia Cherrill who created a premium distilled, no alcohol spirit called Hoodwink was announced the winner.

“Amelia showed such passion, drive and professional maturity, it’s hard to believe she has only just graduated. With dedication and creative direction, she will continue to flourish in her chosen career path,” says Paul Drake, Founder and Creative Director, JDO.

Further commenting on the winning entry, Ben Oates, Principal and Group Creative Director, JDO comments: “We were looking for a simple, strong and strategic idea.  For me, Amelia’s work told a story that created a lasting impression to make her project “Hoodwink” more memorable than all the others.”

Other notable submissions included a radical no alcohol Saki by Alice Bishop from Nottingham Trent University; a colourful trio of no alcohol cocktails by Emma Flintham from Plymouth University and an evocative Dandelion flavoured spirit entitled Déjà vu by Norwich University student – Elliot Hartley.

On winning JDO RAW 2019 Amelia Cherrill says: “This competition was a great opportunity to create an innovative product for a really engaging brief. The support and feedback given by the team throughout was incredibly valuable. I think I speak for everyone when I say we had the best time.”

Source: JDO

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