Exploration
Appealing to a niche
If you look at the most popular energy drink brands, they have branding that already pulls on pre-existing aesthetics.
Monster energy drinks are cool to teens because the design reflects alternative fashion.
I think it would be best for this project if the design tries to appeal to a specific niche, popular with our target demographic rather than a nondescript energy drink brand that looks great but doesn't appeal enough to anyone to pick it up from a shelf for the first time.
The niche: High-caffeine fitness drinks for women
There is a clear gap in the market for a female focused fitness drink. Brands like Monster, Red Bull and Bang are heavily male orientated, while female focused brands often prioritise bold marketing and flavours over fitness.
This creates an opportunity for a high caffeine drink that combines intense energy with bright, playful packaging, offering women a fun and fitness focused alternative to the current market.
Moodboard
Brand Identity
Colour Palette and Textures
Typography
Logo Design
Iteration 1
Iteration 2
Final
The earlier iterations with the brighter logo looked more playful, but the simplified version is more versatile and stands out better across different packaging and backgrounds.
Mascot Design
I tried to keep a strong personality for the mascot design as it could make the drink more appealing to a younger female fitness market, while still keeping the bold attitude associated with traditional energy drinks.
Final Designs
Can Design
Mockups
Multipack packaging
Most products that try to appeal to women in the fitness space have very strong social media presences. E.g. Gymshark, Lululemon, Bloom Nutrition.
The profile uses the companies bold colours, playful graphics and varied content. It features the products, flavours and lifestyle to make the brand feel more approachable.
